Primo sought our help to put the sizzle back into smallgoods.

The iconic Australian brand wanted to drive increased reach and across social so came to us to deliver an approach that would turn heads. Our challenge was to grab the attention of consumers and drive conversation in a low-involvement category where content lacked differentiation and could feel unattainable to a busy mum or someone who doesn’t have much confidence in the kitchen.

On top of this, they were also faced with a big challenge. Even though consumers knew the Primo brand, they didn’t know what it stood for. It was time to give Primo their voice, to separate them from the pack and deliver cut-through across Facebook.


We led the charge in delivering a social approach that wasn’t your traditional FMCG brand trying to create high-end foodie visuals and recipes. Primo on social was about turning up the humour to emotionally connect with our audience through creative with PR value.

The content delivered messages with universal appeal and PR value, the benefit being that they could also be tailored to different audience segments to drive relevancy and inspire co-creation.

Our occasion-led strategy has seen Primo own April Fool’s day, be weird and wacky over Easter and show mums what they really want for Mother’s Day.

Our campaigns also aligned and drove awareness around product focuses to ensure we were delivering against all the necessary key business objectives, just with our own unique creative flair.


2 million // impressions delivered through April Fool’s post
1.2 million // organic impressions
130k // social actions


Our Bacon Wrap post was also featured in Ad News’ top April Fool’s Day content segment, while our Mothers’ Day post reached 500,000 and garnered 120k social actions.

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15 Years of Fame