Primo reframes deli meat as a genuine lunch upgrade, with up to 19g of protein per serve and a new campaign that gives the desk lunch some energy.
Primo is putting deli meat to work. The brand has expanded its protein offering with a new high protein lunch range, backed by a new campaign, ‘Lunch With More Punch’, developed by DO. ANZ.
The range moves deli meat beyond sandwich filler, giving busy consumers an easy way to build a protein rich lunch. Available in Roast Chicken Breast, Double Smoked Leg Ham and Mild Salami, each serve delivers between 16g and 19g of protein.
Through a superhero inspired visual world, ‘Lunch With More Punch’ shows how one small lunchtime choice can give an ordinary sandwich, wrap or salad real impact. The campaign lands across
TV, social and out-of-home.
“We know more consumers are looking for convenient ways to increase their protein intake, so we developed the new Primo Protein Lunch Range to help them do just that through an everyday lunch occasion, without compromising on the taste and quality that Primo is known for,” said Susanna Polycarpou, general manager of marketing at Primo.
“Lunch has become the workday’s neglected middle child. Everyone knows it matters, but no one gives it much attention. So we wanted to change that by making lunch feel like a more of a power move. The superhero world gave us a simple way to show what Primo Protein brings to the table: more energy, more attitude and a bit more punch,” said Neale Horrigan, partner and executive creative director at DO. ANZ.
The Primo high protein lunch range is available now at major retailers.
