Primo Stackers are ‘Packed Full of Fun’ in latest campaign via The General Store

Primo continues to support the growth of its Stackers range with the new ‘Packed Full of Fun’ campaign developed with The General Store.

 

Based on the insight that consumers are constantly seeking new fun, filling & flavoursome snacks from a category that can easily get boring, the campaign celebrates the fun factor that Primo Stackers can bring to everyday snacking moments by featuring a team of mini-Primo delicatessen workers who magically appear from the packs and joyfully set about building a Stackers stack.

Says Matt Newell, CEO and partner at The General Store: “Snacking isn’t just about fuel for the body, it’s about creating an occasion that helps people recharge mentally as well. It needs to be fun. The mini deli workers are a great way to dramatise fun, taste and the authentic salami that Primo is famous for.”

The Stackers range was launched in 2019 in a move that saw Primo expand from being solely a smallgoods producer into the cheese snacking category with huge success driven by a strong & growing consumer desire for protein-based snacking options.

Says Amy Hiscock, marketing director, Primo Foods: “This campaign is another step on our journey to elevate Primo Foods from a leading smallgoods manufacturer to an iconic and loved food brand. We’re continuing to build an emotional connection with customers through our snacking range which brings the fun and deliciousness of the deli into more everyday moments.”

The campaign consists of OLV, social & nationwide OOH and runs from now until end July.

Client: Primo Foods
Marketing Director Primo Foods – Amy Hiscock
Senior Brand Manager Primo Foods – James Shepherd
Consumer Insights Manager Primo Foods – Tiina Raikko

Creative Agency: The General Store
Media Agency: Avenue C
Consumer Research: Torch & Luma
Production: Generator United & T&DA (Director: Colin Renshaw)
Post-production/effects: ALT VFX
Music/mix: Squeak E. Clean Studios