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Powerhouse joins multi-agency partnership for Primula centenary summer campaign

Powerhouse, alongside Alchemy Media and Prohibition, has landed spreadable cheese brand Primula’s centenary summer 2024 Squeeze campaign.

Designed in partnership with Creative Coalition, the campaign concept aims to reignite interest in the much-loved brand, which celebrates its 100-year anniversary this year, continuing to donate all profits to good causes, through the Kavli Trust, as it has done since 1962.

Focusing on Primula’s unique format setting it apart from its competitors – its ‘squeeze’ – the creative brings to life the joy and fun encapsulated in the tube, celebrating it through memorable but relatable characters and new, unusual ways to use the product.

Lisa Thornton, head of marketing at Primula said: “We felt immediately that Powerhouse understood the brand and its new positioning as a challenger in the category. We believe their approach is exactly what the brand needs to encourage a new audience to try the product in interesting and versatile ways. Powerhouse understand the brand’s unique USP and have designed a campaign that brings this to life.”

Targeting parents buying Primula and cooking for their families, as well as a new younger audience, the 2024 Squeeze campaign seeks to improve brand saliency and ultimately make Primula famous again.

“This is one of our most ambitious campaigns to date and we’re incredibly excited to be on this journey with such a well-known and well-loved brand,” said Rebecca Jones, client services director at Powerhouse. “Playing to our strength in food photography and film, bringing the creative idea to life across so many touchpoints has allowed us to use our strategic approach to production to full effect. We’re sure this campaign will make a whole new audience sit up and take notice.”

The campaign, which is running across TV, print, POS, social and PR will be live in late June.

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