Primo gives lunch more punch in new Primo Protein Lunch Range campaign via DO. ANZ

Primo is expanding into high-protein lunch meats with a new range, backed by a campaign from DO. ANZ called “Lunch With More Punch”.

The range moves deli meat beyond sandwich filler, giving busy consumers an easy way to build a genuinely satisfying, protein rich lunch. Available in Roast Chicken Breast, Double Smoked Leg Ham and Mild Salami, each serve delivers between 16g and 19g of protein.

Through a bold, superhero inspired visual world, ‘Lunch With More Punch’ shows how one small lunchtime choice can give an ordinary sandwich, wrap or salad real impact.

The campaign lands across TV, social and out-of-home.

Says Susanna Polycarpou, General Manager of Marketing at Primo: “We know more consumers are looking for convenient ways to increase their protein intake, so we developed the new Primo Protein Lunch Range to help them do just that through an everyday lunch occasion, without compromising on the taste and quality that Primo is known for.”

Says Neale Horrigan, Partner and Executive Creative Director at DO. ANZ: “Lunch has become the workday’s neglected middle child. Everyone knows it matters, but no one gives it much attention. So we wanted to change that by making lunch feel like a more of a power move. The superhero world gave us a simple way to show what Primo Protein brings to the table: more energy, more attitude and a bit more punch.”

The Primo high protein lunch range is available now at major retailers.

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