Media Campaign

Primula Cheese was the world’s first spreadable cheese with a long shelf life and was named after the Primula flower. It was first introduced into the UK in 1929. The Primula brand is owned by the Norwegian Kavli group owned by The Kavli Trust, manufactured in Norway, Sweden, Denmark and Great Britain, and sold in more than 20 countries. Primula wanted to increase branding awareness and promote their products in the UK. They were particularly interested in raising awareness of a promotion running in Asda over the Christmas period. As a challenger brand – they ranked 17th in the cheese category at the time – Primula wanted to increase their market share amongst UK households.

THE BRAND
Primula Cheese was the world’s first spreadable cheese with a long shelf life and was named after the Primula flower. It was first introduced into the UK in 1929. The Primula brand is owned by the Norwegian Kavli group owned by The Kavli Trust, manufactured in Norway, Sweden, Denmark and Great Britain, and sold in more than 20 countries.

 

THE CHALLENGE
Primula wanted to increase branding awareness and promote their products in the UK. They were particularly interested in raising awareness of a promotion running in Asda over the Christmas period. As a challenger brand – they ranked 17th in the cheese category at the time – Primula wanted to increase their market share amongst UK households.

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THE APPROACH
mySupermarket ran a targeted advertising campaign across the site promoting Primula with particular emphasis on Asda shoppers who would be able to make the most of the offer being run in that supermarket. As well as showing adverts to cheese shoppers, mySupermarket were also able to include key correlated shelf targeting – placing adverts on shelves for products that over indexed on similar products. For example, mySupermarket research showed that buyers of cheese often buy crackers, bread and quiches. Adverts were therefore placed on these shelves as well. Finally, an email was sent out to a segment of mySupermarket shoppers that had recently purchased cheese.

 

THE IMPACT
The overall success of the campaign saw Primula move from being the 17th most popular cheese brand in the UK to being the 6th biggest cheese brand – a huge jump in market share! Furthermore, despite the promotion only running in Asda, the impact of the mySupermarket campaign was widespread, with volume market share in Tesco increasing 196% during the campaign period in the Soft, Spreadable and Cream Cheese category.

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