Primo Reserve and Avenue C launch smallgoods range campaign
Indie media agency Avenue C and Primo Reserve have joined forces to release the latter’s new premium smallgoods range via a new campaign.
The announcement:
Leading independent media agency Avenue C has announced the launch of Primo Reserve’s new premium smallgoods range, designed to bring the luxury of high-quality cured meats to everyday consumers. The national campaign kicks off today and will feature three bursts of activity across multiple channels to ensure maximum reach and impact.
The primary goal of Avenue C’s campaign is to rapidly raise awareness and encourage trial of the Primo Reserve range among consumers who value quality and take pride in their food choices. Currently the smallgoods category does not have a premium smallgoods range that is accessible, so Primo have identified this opportunity and launched their Reserve range. This range allows consumers to treat themselves in the comfort of their own homes, and present beautiful food when they’re entertaining.
To maximise the impact of this campaign, Avenue C will optimise reach and reinforce brand recognition through TV, BVOD, and OOH – including street furniture, transit, and large format. The focus will be on high-reach regions, to ensure maximum audience penetration and minimal wastage. The goal is for consumers to immediately think of Primo Reserve’s elegant new burgundy packaging at their local Coles and Woolworths when they feel like delicious prosciutto or salami.
Commenting on the campaign, Susanna Polycarpou, general manager marketing at Primo Reserve said: “Our new Primo Reserve range underscores our commitment to exceptional quality and authentic craftsmanship, meeting the growing demand for trusted premium offers in everyday lunch and entertaining occasions. We are proud of the breadth of range, outstanding quality and the strong support campaign delivered by our team to launch this amazing product range.
Will Chapman, managing partner at Avenue C added: “The Primo Reserve Range comes with amazing product credentials in a time where consumers are seeking accessible indulgences. With beautiful creative for amazing products, we’re proud of the impactful media vehicles we’ve selected to ensure the range is showcased in the premium environments it deserves! We can’t wat to see it in market.”
Client team:
Susanna Polycarpou – general manager marketing
Jen Turnbull – marketing director
Amity Dent – brand manager
Avenue C team:
Rosy Zhang – business director
Will Chapman – managing partner
Morag Cahill – media director
Daniel Cutrone – managing partnerChris Zoomerschoe – digital director
Source: Joy Clark
Subscribe to the daily newsletter
Have your say