Making everyday moments special
Primo
BRAND STRATEGY
PAID MEDIA
ANALYTICS
WEBSITE/SEO STRATEGY
Primo is Australia’s largest manufacturer of ham, bacon, salami and deli meats, supplying quality smallgoods to major retail groups across Australia.
- In a crowded supermarket aisle, most brands shout about price, protein or “premium” quality. The category is noisy, rational and interchangeable.
- Primo didn’t need to invent new occasions. It was already on the plate for breakfast, lunch, dinner and all the moments in between. The real challenge was braver and simpler:
Elevate Primo from “just another packet in the fridge” to the brand people feel something about.
Celebrate the real, messy, everyday moments where Primo shows up – without sliding into cheesy clichés.
Use brand, media and analytics together so every warm, emotional story also worked hard in digital and at shelf.
Moments don’t happen with brands – they happen between people. Food is just the excuse to bring them together.
Primo’s role in Australian life is quiet but real: quick bacon on a Sunday morning, ham sandwiches thrown together before school, salami on a platter when friends drop round. When you look closely, these aren’t “nothing” moments. They’re exactly where family life happens.
So we made a brave choice:
Lean into everyday magic, not just appetite appeal.
Position Primo as the brand that makes small, ordinary moments feel a bit more special – without pretending to be something it’s not.
Moments happen between people, and it’s food that brings people together.
Primo plays a part in the lives of Australian families for breakfast, lunch, dinner and those moments ‘in between’ — designed to bring that bit of magic to our everyday moments.
So we built a campaign which celebrates those everyday moments, because there’s special in everyday.
So we built a campaign which celebrates those everyday moments, because there’s special in everyday.
TVC: Sunday
TVC: Monday
Out Of Home
