Primo
Stackers
WHAT’S THE PROBLEM?
When Primo Stackers originally launched, they were a category of one. NPD innovation that very quickly became a staple in school lunchboxes. But, as they say, imitation is the sincerest form of flattery and very soon there were a huge number of copycat brands launching to grab a piece of the sales pie. So, we needed to find new avenue for growth.
WHAT WE FOUND
Deli meat, cheese and crackers in a sealed and portable format, means Stackers is not only great for lunchboxes, but great for active kids whenever they are on the go. Which is a lot. We created a new brand platform ‘Pack it, Stack it, Snack it’ which aligned our product perfectly with those on-the-go moments, when kids need a wholesome snack to keep them going.
THE WHY
DID IT DEFY ORDINARY.
To ensure our communication would stand out from the clutter, we needed to leverage some proven effectiveness techniques. Alongside some cut-through creativity, which leveraged a mixed media approach, we also identified the ritual of ‘stacking’ the product before eating it, which we ensured would become a key distinctive asset for the brand.
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.
