Primo campaign pitches bacon as transformative hangover cure

Primo Smallgoods is targeting revellers recovering from the “inglorious fog of last night” in a campaign for its bacon range.

The ad shows a worse-for-wear man indelicately preparing bacon and egg sandwiches, before viewers see their full effect.

Jenny Mak, creative director at Ogilvy, which created the campaign, said in a statement: “By using a voice-over that romanticises the action, this campaign reminds everyday Aussies that they don’t need to be master chefs to create fantastic meals.”

The campaign is set to roll out across digital, social and out-of-home.

Ogilvy has also promoted Jenny Mak from her associate CD position to the role of creative director after joining the agency five years ago as a senior copywriter.


  • Agency – Ogilvy Australia
  • Executive Creative Director – Derek Green
  • Creative Director – Jenny Mak
  • Creative Director – Scott Lambert
  • Agency Producer – Alison Chambers
  • Group Account Director – Sheridan Turner
  • Senior Account Manager – Zach Audsley
  • Director – Graeme Burfoot
  • Producer – Jude Lengel
  • Sound Studio – Eardrum

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