Achieving high brand results on a low budget

The Challenge

Primula is a well-known brand with affection amongst Mums & older shoppers. No. 3 brand in the category (value) in 2018, but spreadable cheese market was in decline. Heavily out-shouted by Philadelphia and Dairylea.

Our challenge was to inspire existing users (increase frequency of purchase) and encourage a new generation to trial (driving penetration)

The Solution

TV was the perfect medium to inspire and over-indexed for all target audiences. By utilising the ITV Breakfast daypart we were able to achieve impressive reach & frequency against a core segment of our target audience, delivering standout and salience. First media exposure of the day, with opportunity to ‘own’ this daypart, index of 151 vs Primula tube users. It was the perfect environment to align with daily meal ideas & inspiration

“Our marketing strategy focused on driving brand awareness and increasing our brand relevance to new and lapsed users. We never thought that our budget would stretch to TV! Alchemy provided us the with perfect solution – targeting our core audience at a captive time.”

Lisa Thornton – Head of Marketing, Kavli UK

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