Primula Cheese is a leader in food and since 1924, it has been a kitchen staple for many households and families across the UK. As the world’s first spreadable cheese in a tube, Primula offers consumers a wide range of flavours that meet their snacking needs and dietary requirements.
Alongside our ongoing product placement PR, we were briefed to raise awareness of Primula’s charitable efforts as part of The Kavli Trust and its work in the region via proactive press office activity. The Trust, donates all profits to good causes, supporting humanitarian work, research, and cultural initiatives around the world. ‘Sharing the love is as easy as enjoying our cheese’. Primula follows this mantra by supporting local communities with continued investment and huge donations.
To showcase this to consumers, we drafted and pitched a series of press releases and trade features detailing each round of regional donations.
We liaised with regional and national broadcast titles, such as the BBC, to maximise awareness of the charities themselves, The Kavli Trust messaging and Primula’s efforts to support the most vulnerable during the cost-of-living crisis.
As well as showing there’s more to life than making gloriously good cheese, our FMCG PR approach secured x2 BBC Look North features alongside extensive regional coverage.
- 12M campaign reach
- 32 pieces of coverage
- Increase in positive brand sentiment
- Increase in charity awareness