Cheese brand Primula is making a comeback with its new "Squeeze" campaign, marking the brand's first TV appearance in three years.
Made in collaboration with production company Powerhouse, media agency Alchemy Media, and Prohibition PR, the campaign highlights Primula's Original, Chive, and Ham flavors through a cheeky and color-coded TV commercial.
Launching today on multiple channels, the campaign's 30-second hero spot highlights Primula's brand-new packaging and the many playful ways customers can enjoy Primula.
Powerhouse Client Services Director Rebecca Jones shared her excitement working on Squeeze and elaborated on the campaign's goal of infusing the entire production with the same ease and enjoyment of squeezing Primula cheese.
"We know that this sense of joy will be felt by consumers too when they see the campaign," she added.
Say 'Squeeze'!
The spot opens with Sarah, who "likes to squeeze as the sun comes up," spreading a generous serving of Primula on her beans and toast. Her bright yellow outfit matches the cheese-colored kitchen.
Cutting to a green-clad living room reminiscent of chives, the spot shows Phil and Sue have a little "squeeze on the sofa."
Squeezing Primula onto their bowl of fries is the perfect end to a romantic night.
Finally, the spot ends with Vera enjoying a burger in a neon pink diner, "squeezing wherever she pleases."
"Mmmm, squeeze burger," she says before taking a bite, and the spot ends.
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The full 30-second TV advert will be accompanied by shorter 10-second versions, along with print ads, digital media, point-of-sale promotions, and social media.
Primula Head of Marketing Lisa Thornton shared that following the launch of Primula packs, the company knew it needed a brave and fame-driving campaign to bring the brand back into the nation's consciousness.
"And we think we've achieved that with this new creative," she concluded.
Primula's last major campaign was the 'Love to Share' series in 2022, which was uploaded on its YouTube channel.
This consisted of a series of short videos highlighting the brand's efforts to give back to good causes since its inception in 1962.