Primula Cheese, the original squeezy cheese brand, is back on TV, with a new campaign. Enlisting a social media star to bring the new creative to life, "the art of the squeeze" puts Primula's real cheese in every squeeze message front and centre through fun storytelling and humour.
“We've been proudly made with real cheese for over 100 years and landing that message was key for us. We think the new ad has brought that message to life in a way that’s seriously unserious and genuinely memorable, which is very Primula.,” said Lisa Thornton, Head of Marketing at Kavli, owners of Primula Cheese, commented on the new advert:
“The new TVC also marks an exciting moment for the brand, as it kicks off a broader integrated campaign which puts real cheese front and centre across multiple channels, designed to bring new shoppers into the brand.”
Primula will return to ITV1, expanding into ITV Breakfast across the full network, and adding Sky channels for extra reach. Broadcaster and Subscription VOD will support the campaign, delivering high-quality programming and incremental audiences, engaging cheese lovers during high-attention TV moments.
The campaign, which goes live on 4 May, will be supported by an influencer relations and PR programme.