Primula: driving retail demand through BBQ season

Primula: driving retail demand through BBQ season
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Case study · Food & Drink

Primula wanted its Squeezy Cheese range to be part of summer. We built a PR, social and creator campaign on BBQ culture, pairing national media with TikTok-first creator content and a partnership with @Temp_Tation. It earned 137 pieces of coverage and a Morrisons national listing.

  • 137 pieces of coverage
  • 20+ national media pieces
  • 43K social engagements
  • 1 national retail listing
Primula Squeezy Burger Cheese beside a burger at a barbecue
  • Client Primula
  • Sector Food, FMCG
  • Services Consumer PR, social media, influencer marketing
  • When Summer BBQ season
  • Audience Younger consumers
  • Channels National media, TikTok, Instagram

What did Primula need?

Primula needed to grow awareness of its Squeezy Cheese range over the summer BBQ period, and prove its versatility to younger shoppers.

  • Business objective: build retail momentum and secure listings.
  • Communication objective: make Squeezy Cheese part of BBQ culture for younger consumers through national media and creator content.

What was the insight?

BBQ season is when people try new toppings and share what they cook. Short, messy, delicious video is how younger cooks discover food.

The idea was Primula at the BBQ, TikTok first.

What did we do?

  • National media relations. We pitched summer recipes and stories to national media.
  • TikTok-first creators. Creators made short videos showing Squeezy Cheese on BBQ food.
  • A @Temp_Tation partnership. A partnership with @Temp_Tation drove purchase intent.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs Pieces of coverage 137 Prohibition coverage log
Outputs National media pieces 20+ Prohibition coverage log
Out-takes Social media engagements 43K Social platform analytics
Impact National retail listing (Morrisons) 1 Primula

What did Primula get from it?

A summer of relevance and a national listing. Primula earned 137 pieces of coverage and a Morrisons national listing.

What did we learn?

  • Own a season. BBQ culture gave the brand a natural reason to be talked about.
  • Go where younger cooks are. TikTok-first content reached them directly.
  • What we would do differently. track sales through the listing over the season, so we can show rate of sale, not just the listing.