PRIMO
Getting more ham in kids’ sandwiches, for less.
The problem
Primo wanted to be Aussie Mums’ first choice for smallgoods without sacrificing efficiency.
Where experience led us
We could have invested in a summer cricket TV buy to raise mass unprompted awareness. But rather than being seen when people stayed in, we chose to get noticed when people were out and about. Analysing the transactional data alongside media consumption across months, showed people were more likely to buy bacon when they were out enjoying the summer heat. This activity culminated in a stunt where Primo’s Queensland factory used its giant solar panel to power a ‘Guinness Book of Records’ breaking 2,100 bacon and egg roll cook off.
The out-performance
We bought like a larger media buyer without actually being one
Media: 3% CPM improvement & 25% higher average rating; as audited by 3rd party auditors Ebiquity
Awareness: Top of mind awareness doubled
