WHAT’S THE PROBLEM?
Primo wanted to launch their new range of air-dried pork jerky. While Primo is famous for their sliced meats and salamis, jerky was new territory for them. Adding to that was strong competition from a number of established and much-loved jerky brands. So, we needed to find a standout avenue for awareness and trial.
WHAT WE FOUND
While taste and texture are factors in any meat jerky, flavour is king. Primo's range of air-dried porky jerky came in a range of authentic flavours found in all parts of the world, from original to teriyaki to smokey bbq and more. So we created a platform of 'Fluent in Flavour' with flavours so authentic, it got you speaking the language. Our idea 'Hello flavour' quite literally translated into the language where the flavour was from.
Primo /
Hello Jerky
DID IT DEFY ORDINARY?
To ensure our communication would stand out from the clutter, we needed to leverage some proven effectiveness techniques. Alongside creativity which highlighted authenticity through the customs unique to other countries, we created a simple catchcry that could live across other languages, yet be understood by all.
THE RESULTS
The campaign has recently launched; however, sales impact is already showing to be positive, delivering strongly against the KPI’s we set ourselves for this new brand launch.
