Avenue C launches national campaign for Primo Reserve

Avenue C has launched a national campaign for Primo Reserve’s new premium smallgoods range, which aims to bring the luxury of high-quality cured meats to everyday consumers.

The agency's campaign will feature three bursts of activity across multiple channels to ensure maximum reach and impact. It aims to raise awareness and encourage trialling Primo's Reserve range among consumers who value quality and take pride in food choices.

Primo said it identified the opportunity to launch a premium smallgoods range that is accessible, and allows consumers to treat themselves in the comfort of their own homes.

"Our new Primo Reserve range underscores our commitment to exceptional quality and authentic craftsmanship, meeting the growing demand for trusted premium offers in everyday lunch and entertaining occasions," Susanna Polycarpou, general manager of marketing at Primo Reserve, said.

"We are proud of the breadth of range, outstanding quality and the strong support campaign delivered by our team to launch this amazing product range."

Avenue C is rolling out the campaign via TV, BVOD, and OOH, including street furniture, transit, and large format. The agency's focus will be on high-reach regions to ensure maximum audience penetration and minimal wastage.

Will Chapman, managing partner at Avenue C, added: "The Primo Reserve Range comes with amazing product credentials in a time where consumers are seeking accessible indulgences.

"With beautiful creative for amazing products, we’re proud of the impactful media vehicles we’ve selected to ensure the range is showcased in the premium environments it deserves!  We can’t wat to see it in market."

Credits:

Client team:
Susanna Polycarpou – General Manager Marketing
Jen Turnbull – Marketing Director
Amity Dent – Brand Manager

Avenue C team:
Rosy Zhang – Business Director
Will Chapman – Managing Partner
Morag Cahill – Media Director
Daniel Cutrone – Managing Partner
Chris Zoomerschoe – Digital Director