New Look For Primula Tubes

Primula Cheese is unveiling a new look for its popular cheese tubes this summer. The fresh, natural design celebrates the brand’s heritage with the traditional image of a milkmaid, which was included on Primula’s first packaging in 1924, remaining a prominent feature.

Primula Cheese is unveiling a new look for its popular cheese tubes this summer. The fresh, natural design celebrates the brand’s heritage with the traditional image of a milkmaid, which was included on Primula’s first packaging in 1924, remaining a prominent feature.

 

Lisa Thornton, head of marketing for Kavli UK which produces Primula Cheese, said: “We wanted to ensure the Primula tube redesign was representative of what our customers were looking for.

 

“Primula is currently one of only two brands enjoying growth in the static spreadable cheese sector and we recently recorded +11% increase in volume year on year. It was important our new design doesn’t alienate our already loyal fans, but at the same time appeals to a new audience. We needed a brand evolution rather than revolution.

 

“It was vital the new packaging really epitomises Primula – a product our customers say is down to earth and full of real flavour – while also recognising our heritage as the original spreadable cheese.”

 

A ‘Little Moments of Adventure’ campaign will support the brand refresh, encompassing TV and radio advertising, PR, social media, in-store POS activity, and digital engagement. The new-look tubes will be available from August – RRP £1.45. 

Source: Kavli Group