Prime100 debuts ‘Slow Cooked’ range with integrated launch campaign via Guerrilla
In an exciting move for pet lovers, Aussie-owned pet food brand Prime100 has unveiled its new SPD Slow Cooked range. Developed with consumer needs and pet health in mind, the company has partnered with Guerrilla for the integrated launch campaign, currently unfolding across Australia.
A trusted name recommended by vets and gracing the shelves of top retailers like Petbarn and Petstock, Prime100 formulates nutrition for pet wellness and food-related issues. At its heart, the brand’s mission is clear: to make pets healthier and pet parents happier.
The new range combines the brand’s targeted ‘Single Protein Diets’ with user convenience. By slow-cooking select premium ingredients, it also delivers an impressive flavour experience. But it’s the innovative, easy-to-use packaging that distinguishes the range. A first in Australia, it invites consumers to transition from traditional cans to a sleek, eco-friendly alternative.
Says Anna Kertesz, managing director at Guerrilla: “It’s been a privilege to partner with Prime100, whose commitment to quality and innovation is genuinely impressive. Seeing them expand their marketing efforts to better the lives of pets and their owners is a testament to their mission, and this campaign will help bring their new product to more consumers.”
Launching at a time when Aussies are eagerly tuned into sporting events, the campaign grabbed attention with spots in both the AFL and NRL grand final programmes. Further exposure is planned across online and offline channels, aiming to provide a holistic approach to reach, while supporting DTC and retail sales.
Says Simon Jordan, global marketing director, Prime100: “Working with Guerrilla has been instrumental; they’ve adeptly translated our market research into a campaign tailored to resonate with our audience.
“It’s an exciting time for us, launching Slow Cooked in Australia and expanding globally. It’s also been great to see pet speciality retailers’ enthusiasm to embrace product innovation from an Aussie brand like ours.”
Live this week, the campaign will air across TV, SVOD, BVOD, OOH, social media, influencer collaborations, audio and podcasts.
Strategy, Concept, Production and Media — Guerrilla
VFX and TVC Post Production — Cutting Edge
