Primula Cheese is back on TV from 4 May and has enlisted a social media star to bring the new creative to life.
Entitled, The Art of the Squeeze, the new adverts put Primula’s real cheese in every squeeze message front and centre.
At the heart of the ad is the return of Primula fan Vera, whose seriously unserious antics are now an iconic brand hallmark. The story follows Vera as she takes her tubes of Primula to an art gallery, where she captures the attention of security guard, Dave, played by Britain’s Got Talent semi-finalist and TikTok comedy sensation Kevin Finn.
Lisa Thornton, head of marketing at Primula owners Kavli, said: “We’ve been proudly made with real cheese for over 100 years and landing that message was key for us. We think the new ad has brought that message to life in a way that’s seriously unserious and genuinely memorable, which is very Primula.”
The campaign will be supported by an influencer relations and PR programme.
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