Primula Cheese has been a household name in the UK for decades.
As the world’s first spreadable cheese in a tube, Primula offers consumers a wide range of flavours that meet their snacking needs as well as dietary requirements.
Primula launched four, daring new flavours to its already extensive and much-loved product range. We were briefed to create a press office campaign to raise awareness of the new products, as well as positioning Primula as innovators within the category.
An extensive press office strategy was created, covering trade and consumer media.
Press releases and features were prepared for all four new flavours, alongside recipes to ensure product placement in target lifestyle magazines.
Profile pieces were secured in leading trade magazines, such as The Grocer, to ensure Primula stood out from its competitors who were also launching new products.
- 30+ pieces of product placement coverage – including The Grocer and Daily Express
- Secured product listing in Morrisons online and in supermarket stores nationwide