Primula Cheese is returning to TV screens with a new campaign launching on 4 May, as Leeds-based Powerhouse rolls out its latest creative for the iconic squeezy cheese brand.
The “art of the squeeze” campaign puts Primula’s “real cheese in every squeeze” message front and centre, using humour and storytelling to showcase the brand’s ingredient credentials.
At the heart of the advert is the return of Vera, described as a “beloved Primula fan and certified ‘serial squeezer’”, whose antics have become a hallmark of the brand’s recent creative. The new spot follows Vera as she takes her tubes of Primula into an art gallery, where she catches the attention of security guard Dave.
Played by Britain’s Got Talent semi-finalist and TikTok comedy creator Kevin Finn, Dave is drawn into Vera’s world before becoming a convert to the brand after being introduced to its “real cheese and real ingredient credentials (real ham, real chives and real jalapenos).” A “squeeze and ham” toastie is used to showcase the product’s convenience and accessibility.
The campaign was filmed at the Crossley Gallery in Dean Clough, a listed mill in Yorkshire, with the gallery’s exhibits providing the backdrop for the ad’s “quirky characters”.
Lisa Thornton, Head of Marketing at Kavli, said: “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.
“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.”
Powerhouse developed the creative concept and led production of the TV advert, continuing its relationship with the brand.
Rebecca Jones, Managing Director at Powerhouse, added: “We’re so pleased to be trusted by the team at Kavli to continue the Primula brand journey through this new creative concept and it’s always a pleasure to bring back a character we know resonated with audiences and delivered for the brand.
“Pairing Vera with our newest addition Dave, the security guard, gave us the opportunity to drive the real cheese message whilst bringing in the quirky humour the brand has become known for.”
Media for the campaign has been handled by Alchemy Media, with Primula returning to ITV1 and expanding into ITV Breakfast across the full network, alongside additional reach via Sky channels. Broadcaster and subscription VOD will also support the rollout to deliver incremental audiences.
Amy Cresswell, Managing Director at Alchemy Media, said: “We’re delighted to be teaming up with Kavli again on its iconic Primula brand. TV is still the king for scale and emotion, and expanding into Sky channels means Vera and her cheesy crew reach even more homes. We can’t wait to welcome more fans, more fun, and more cheese!”
The campaign will also be supported by influencer relations and PR activity led by Leeds-based creative communications agency Finn.
Primula, established in 1924 and owned by the Kavli Trust, said the campaign forms part of a wider push to reinforce its heritage while attracting new shoppers.
