Primo helps Aussies make great tasting meals in newly launched campaign via Ogilvy Sydney

Screen Shot 2018-02-09 at 12.48.19 pm.jpgAustralia's largest manufacturer of ham, bacon, salami and deli meats Primo has launched a new campaign this week via Ogilvy Sydney.

Utilising a collection of charming characters and simple dishes, the campaign demonstrates how easy it is to make satisfying meals with Primo's ingredients, using the tagline 'Now that's Primo'.

Screen Shot 2018-02-09 at 12.50.05 pm.jpgSays Jenny Mak, newly promoted creative director, Ogilvy Sydney: "By using a voice-over that romanticises the action, this campaign reminds everyday Aussies that they don't need to be master chefs to create fantastic meals."
The TVC goes live this week and is the first instalment in a series and is supported by digital, social and OOH.
Says Mak: "I'm excited about the opportunity to spearhead the creative direction for such a great client going forward."
Agency - Ogilvy Australia
Executive Creative Director - Derek Green
Creative Director - Jenny Mak
Creative Director - Scott Lambert
Agency Producer - Alison Chambers
Group Account Director - Sheridan Turner
Senior Account Manager - Zach Audsley
Director - Graeme Burfoot
Producer - Jude Lengel
Sound Studio - Eardrum


The Emperor's new advertising said:

Why Primo and not Don or any other sort of bacon etc?

Call me old-fashioned, but that's the basic chore of advertising:

To have a reason to buy your brand over any other.

That, and correctly attributing the correct brand via some sort of mechanism which makes the name stick.

This has none, and neither.

Dear Emperor said:

This isn't a bad spot. I think it will resonate.

As for a brand mechanism, isn't this what the line 'Now that's Primo' delivers Personally from watching this I associate Primo with a feeling satisfaction and that I've made the right choice.

But hey, that's just me. Perhaps you're right though – it might just be the bacon talking.

(Seriously, how good is bacon?)

I guess the sales results will tell.

The Emperor's new advertising said:

Yes, it's the bacon talking.

Any bacon.

Not necessarily Primo.

Future said:

I'll just say it for everybody - yuck

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