Makes it

We positioned Primula as a fridge staple, educating shoppers on what Primula stands for; a quick, easy way to inject cheesy flavour into their favourite meals – and inspired shoppers to start using Primula more often with simple serving suggestions.

The challenge

Primula was experiencing low brand consideration for two reasons: 

  1. Their unusual, yet convenient, tube format led to a misconception that the ingredients are processed.

  2.  They were only seen as a snack topping.

In order to drive both penetration and frequency of purchase, they needed to show shoppers that; 

  • Primula is full of real, tasty ingredients and 

  • can fulfill multiple usage occasions.

Creative and media strategy

Based on the strategic positioning of Primula as a cooking ingredient, we developed a concept to help consumers see the product from a fresh perspective.


As an ingredient, Primula became that one key ingredient that can transform an everyday kind of dish into something special, helping even occasional chefs ‘Make it’ a success.


Once the final concept was chosen by the client we created the artwork for different touchpoints – online and offline – across the path to purchase (six sheets, trolley posters, recipe barkers, magazine ads, mobile messaging, banners and radio ads) for retailers like Tesco, Asda, Morrisons, and Sainsbury’s.

The results

£1.69

Total CPM

£17,600

Added campaign value

16.4%

Uplift on Asda FM

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