News Release
May 2010
PRIMULA COOKS UP NEW TV CAMPAIGN
Leading family brand Primula is predicting a surge in sales as it launches its ‘Get Squeezy’ TV campaign this week. The new adverts follow a hugely successful Christmas campaign which boosted Primula’s brand share to an impressive 23% – it’s best ever Christmas trading period.
Hoping to encourage more people to try the brand this summer, the new campaign features friends and families using Primula for a variety of snacks and main meals and is supported by a recipe-led focus on its online platforms such as the Primula website and social media sites.
“Primula is so versatile that it makes the perfect ingredient for a range of indoor meals and alfresco eating occasions with friends and family” said Craig Brooks, marketing director at Kavli, maker of Primula. “The contemporary and upbeat style of the ads aims to further evolve the brand and to extend its appeal to a wider audience.”
Primula is also using the opportunity to demonstrate continued innovation for 2010 featuring its recently launched Primula Light Cheese Spread – at 40% less fat than the original tubes – as well as unveiling a new look for the brand. Using vibrant colours and new imagery that reflects the quality of Primula’s ingredients, the refreshed packaging also brings the brand’s socially conscious ethos into focus for the first time with a specially designed ‘profits go to charity’ logo.
Brooks explains: “Primula is uniquely owned by charitable organisation the Kavli Trust which donates a significant proportion of its annual profits to humanitarian, cultural and research projects. The new logo demonstrates this commitment and provides consumers with the added bonus of knowing every time they buy from the Primula range, they are helping to support good causes both in the UK and abroad”
For more information about Primula or its products please visit www.primula.co.uk
ENDS
Media Contact
For media information please contact Charlie or Sujarda at Karol Marketing Group on 0191 265 7765 or email /
About Primula
Primula Cheese is a leading family brand with a range that consists of original Cheese, Cheese & Chive, Cheese & Ham, Cheese & Prawn and Smokey Cheese tubes and Primula Cheese in tubs. The latest innovative addition to the range is Primula Light Cheese Spread.
The recipe for Primula’s famous spreadable cheese is a closely guarded secret. The original recipe was created in 1924 by Olav Kavli in Bergen, Norway and is still used today at the Kavli factory in Gateshead over 80 years later. Primula has resisted the move taken by other brands into cheaper, reduced cheese recipes and has geared its marketing effort to celebrate its high cheese content, quality ingredients and versatile usage.
2009 saw the brand grow by 20% in volume as consumers rediscovered its convenience, value and versatility for all the family.
Kavli Ltd manufactures a range of spreadable cheese and dips from its Gateshead site under the Primula brand. The company also owns Castle MacLellan Foods, based in Kirkcudbright, proud makers of exquisite Scottish pates made from the finest local ingredients.
Kavli is fully owned by the Kavli Trust which supports charities both in the UK and abroad.
Please visit: www.primula.co.uk for more information.
