Primo Foods

In a promotion-heavy grocery category, Primo needed to defend performance and cut through intense competitive activity at shelf.

Based on promotion research and category experience, we identified a high-value cash prize mechanic as the strongest way to influence purchase at shelf, using a simple on-pack proposition designed to drive entry and repeat participation.

The campaign delivered strong shopper participation and repeat engagement from on-pack, helping stabilise performance and reinforce Primo’s presence during a highly competitive trading period.