Primula Cheese, the original squeezy cheese brand, is back on TV, with a new campaign launching on 4th May. Enlisting a social media star to bring the new creative to life, “the art of the squeeze” puts Primula’s real cheese in every squeeze message front and centre through fun storytelling and humour.
At the heart of the ad is the return of Vera, beloved Primula fan and certified ‘serial squeezer’, whose seriously unserious antics are now an iconic brand hallmark. The story follows Vera as she takes her tubes of Primula to an art gallery, where she captures the attention of security guard, Dave.
Played by Britain’s Got Talent semi-finalist and TikTok comedy sensation Kevin Finn, Dave stumbles into Vera’s world of cheese, and comes out a Primula cheese convert after learning about the brand’s real cheese and real ingredient credentials (real ham, real chives and real jalapenos). A mouthwatering “squeeze and ham” toastie then expertly showcases Primula as a convenient, accessible way for consumers to enjoy the brand.
Filmed at the Crossley Gallery in Dean Clough, a listed mill in the heart of Yorkshire, the gallery’s ‘cheesy’ exhibits provide the perfect backdrop for the brand’s quirky characters.
Lisa Thornton, Head of Marketing at Kavli, owners of Primula Cheese, commented on the new advert: “We’ve been proudly made with real cheese for over 100 years and landing that message was key for us. We think the new ad has brought that message to life in a way that’s seriously unserious and genuinely memorable, which is very Primula.
“The new TVC also marks an exciting moment for the brand, as it kicks off a broader integrated campaign which puts real cheese front and centre across multiple channels, designed to bring new shoppers into the brand.”
Developing the creative concept and owning the production of the new TVC, Powerhouse retains its two-year relationship with Primula.
Rebecca Jones, Managing Director at Powerhouse commented:
“We’re so pleased to be trusted by the team at Kavli to continue the Primula brand journey through this new creative concept and it’s always a pleasure to bring back a character we know resonated with audiences and delivered for the brand. Pairing Vera with our newest addition Dave, the security guard, gave us the opportunity to drive the real cheese message whilst bringing in the quirky humour the brand has become known for.”
Whilst the new ad creative is a continuation of the previous in both story concept and look and feel, the media strategy, managed by Alchemy Media, also squeezes the most out of earlier success. Primula will return to ITV1, expanding into ITV Breakfast across the full network, and adding Sky channels for extra reach. Broadcaster and Subscription VOD will support the campaign, delivering high-quality programming and incremental audiences, engaging cheese lovers during high-attention TV moments.
Amy Cresswell, Managing Director at Alchemy Media, added: “We’re delighted to be teaming up with Kavli again on its iconic Primula brand. TV is still the king for scale and emotion, and expanding into Sky channels means Vera and her cheesy crew reach even more homes. We can’t wait to welcome more fans, more fun, and more cheese!”
The campaign, which goes live on 4th May, will be supported by an influencer relations and PR programme, managed by Leeds-based creative comms agency, Finn.
Link to the TVC: https://youtu.be/BSYi_aU7tyQ
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