Primo Foods has teamed up with The General Store for the launch of ‘Roar Protein’, in a campaign that pokes fun at the ‘performance protein’ category.
Anthony Toovey, general manager, marketing and innovation at Primo Foods said “the protein snack category is a heavily contested space, but we saw an opportunity to be the real food alternative to the powders, gels and bars currently available.
“Roar is a no-nonsense protein snack of meats, cheese and nuts that’s very unique in the Aussie Market. We’re thrilled with the territory The General Store have developed, that lands the macros and the food creds in a way that’s refreshingly different for a protein product.”
The General Store partner Maddie Livesey said Roar Protein is another great piece of product innovation from the Primo team.
“It’s so different to other protein snacks, we had to find a distinctive way of introducing the product and amplifying its benefits.
Although we’ve played with tropes, it doesn’t take long to realise that something is amiss… this isn’t quite a Powerade commercial.”
The campaign was directed by Infinity2’s Dan Reisinger.
“Once again The General Store legends have invited me to work on a memorably off kilter campaign,” Reisinger said.
“It’s a testament to hilarious creative winning through with a brilliant client. It’s always a good sign when the crew, post crew and test audience are all laughing.”
The 30-second TVC aired last night and is supported by a nationwide OOH campaign.
Credits for the campaign are as follows:
Primo Foods – Client
Anthony Toovey – general manager, marketing & innovation
Amy Hiscock – marketing director, breakthrough innovation
James Shepherd – brand manager
The General Store – Creative agency
Steve Carlin – creative director
Cameron Creagh – editor
Sommer Smith – group account director
Madeleine Livesey – partner & COO
Matt Newell – partner & CEO
Generator United – Production
Darren Bailey – producer
Infinity2 – Production
Dan Reisinger – director
Peter Eastgate – director of photography
David Jansen – executive producer
Melanie Reardon – producer
Brad Hurt – editor
Marcus Timpson – colourist
Goodman Brothers – VFX & Post-production
Sound Reservoir – Sound
Honeymill – Music
Avenue C – Media
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