Primo crashes the jerky aisle with new integrated ‘Hello Flavour’ campaign via DO. ANZ

Primo is shaking up the jerky category entering the category for the first time with the launch of Primo Air-Dried Jerky, backed by a new integrated campaign ‘Hello Flavour’, developed by DO. ANZ.

 

Available in Original, Teriyaki and Smokey BBQ, this new range reflects Primo’s ongoing commitment to customer led product innovation. In an aisle that’s looked and tasted the same for years, Primo is giving shoppers something genuinely new and exciting to reach for.

The initial campaign, featuring Collingwood AFL stars Nick Daicos and Jack Crisp, has launched across TV, social and out-of-home. It will continue to evolve through social content during the AFL season and beyond.

Says Susanna Polycarpou, General Manager of Marketing at Primo: “One of the things I love most about innovation is finding new ways to excite consumers in familiar categories. Primo Air-Dried Pork Jerky does exactly that, delivering a bold new snacking option that combines flavour, quality, and convenience. This campaign not only brings our innovation to life in an authentic and engaging way, but it also celebrates our long-standing partnership with Collingwood.”

Says Tom Denton, Head of Craft at DO. ANZ: “Hello Flavour’ gave Primo’s new pork Jerky range a platform to introduce jerky lovers to world recipes – Konnichiwa Flavour for Teriyaki, Howdy Flavour for Texan BBQ, and so on. It transported and transformed punters across film, OOH and AI-driven social. We had a lot of fun with this one.”

 

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