PRIMULA CHEESE
- CASE STUDY: FOOD AND DRINK
In 2017, Primula supported the NSPCC by creating limited edition NSPCC Primula Cheese tubes, with 20% of the tube profits being donated to charity.
Through PR and social media, O was tasked with driving sales of the special packs by raising awareness of Primula’s support for the NSPCC and charitable credentials amongst the trade and consumer audience.
The NSPCC ethos is to allow children the freedom to dream by being free from abuse. To create synergy between the two brands we harnessed the ‘dream’ message by creating a #DreamBig campaign.
The primary audience of the NSPCC are mothers of young children, so we involved well-known parent bloggers to introduce the campaign through their channels and partnered with eight children’s authors, some of whom were from the North East where Primula Cheese is based, to draw in national and regional interest.
We implemented a mix of trade media outreach and encouraged audience participation by sending media and bloggers #DreamBig gift packs, including a #DreamBig journal and whiteboard dream bubble to share their childhood dreams across social media.
All Primula Cheese NSPCC tubes were sold in participating stores, raising £52,000 for the NSPCC.