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Primula promotes charitable heritage with Alchemy Media


Spreadable cheese brand, Primula, is launching a new advertising campaign to highlight its charitable work.

The North East brand is owned by Scandinavian group, The Kavli Trust, which uses its profits to help good causes within humanitarian work, research and culture.

It’s worked with media partner, Alchemy Media, to run the campaign across ITV, digital, national press and women’s magazines.

“Primula is a brand we’re really proud to be associated with and we’re committed to helping them tell their story to a wider audience. There’s relatively low awareness of the hugely important charitable work that the Kavli Trust deliver at home and around the world,” explained Amy Cresswell, Client Services Director at Alchemy Media.

“Communicating this story, showing consumers that buying a tube of Primula means they are directly contributing Kavli’s charitable endeavours feels like a message which will really resonate at this time.  This is another brilliant campaign for Alchemy to be involved in and builds on our extensive knowledge of the FMCG market.” 

Halo was behind the creative direction.

“From the outset, Alchemy and Halo have impressed us with their knowledge of the food and drink landscape in which we operate.  It’s crucial that our agency partners work seamlessly together to deliver the best solution for our brand,” added Lisa Thornton, Head of Marketing at Kavli UK.

“We’re really excited to see this campaign live and for our customers to learn more about the Kavli Trust and the role each of them plays in doing good.”

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