THE GOALS

A firm favourite with generations, our brief is to develop that loyalty to grow market share and increase awareness of the versatility of Primula, while engaging with new customers. From re-launching Primula’s social media channels, including a Pinterest food channel and new Cheese Tube video-hosting platform on YouTube, to engaging with the growing band of bloggers in the food and family arena, to spread the versatility message of Primula, our PR activity works from traditional magazines through to digital outlets. In 2017, Primula supported the NSPCC by creating limited edition NSPCC Primula Cheese tubes, with 20% of the tube profits being donated to charity. The NSPCC ethos is to allow children the freedom to dream by being free from abuse. To create synergy between the two brands we harnessed the ‘dream’ message by creating a #DreamBig campaign. We implemented a mix of trade media outreach and encouraged audience participation by sending media and bloggers #DreamBig gift packs, including a #DreamBig journal and whiteboard dream bubble to share their childhood dreams across social media. All Primula Cheese NSPCC tubes were sold in participating stores, raising £52,000 for the NSPCC.