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Primo Smallgoods positions prosciutto as the perfect accompaniment for a night in with ‘Cheryl’s platter for one’

Primo Smallgoods has launched a new campaign to promote its prosciutto by drawing on the benefits of spending a night in.

The campaign features Cheryl creating a meat and cheese platter for one while her partner sleeps on the couch.

A voiceover commentates Cheryl, “the queen of entertaining”, as she makes a small cheese and prosciutto platter for herself wearing her ugg boots and pyjamas.

‘Primo prosciutto: Now that’s happiness, Now That’s Primo’, is the tagline used at the completion of the ad.

In Primo’s last ad, which was promoting bacon, the brand followed a similar format with the ad showing a worse-for-wear man indelicately preparing bacon and egg sandwiches, before viewers see their full effect.

Ogilvy is Primo Smallgoods’ creative agency of record.

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