Home » Roar Protein Launched By Primo Foods, In Partnership With The General Store

16 December, 2020

Roar Protein Launched By Primo Foods, In Partnership With The General Store

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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Primo Foods Roar Protein The General Store