Primula Launches its Biggest Ever On-Pack Promotion

Primula, the uniquely squeezy cheese, is launching its biggest on-pack promotion, offering shoppers the chance to win prizes including a chic sports car, i-pads, Xbox Kinects and TVs, plus a weekly £1000 cash prize draw, running for 8 weeks from 1 October through to 24 November 2011.

Next month 1.6 million Primula Original, Chives, Ham, Prawns and Light tubes, each carrying a unique code, will be distributed to retail, wholesale and cash & carry customers.  Customers simply enter this code online to find out instantly if they have won one of the hundreds of prizes on offer.

The ultimate prize is a Fiat 500 1.4 16v Sport, alongside 100 i-pad 2s 16gb, 200 Xbox Kinect with 32” flat screen TV. Non-winning codes are entered into a £1000 weekly cash prize draw, and there’s also 25p off e-coupon for each entry, so everyone’s a winner.

Craig Brooks, Marketing Director for Kavli, brand owners of Primula explained the strategy behind the big on-pack promotion: “We want to create interest in-store between the summer and Christmas peak trading periods and to encourage families to buy more packs at full retail value. It is also the perfect opportunity to reward our loyal Primula consumers with a chance to win some great prizes or some much needed cash and persuade less frequent buyers to try Primula again.

“Promoting Primula’s versatility as a meal-maker and recipe ingredient, as well as a great snack is a key element of our ongoing sales and marketing strategy.  The new on-pack promotion is an ideal opportunity to further communicate this message to customers at every available touch point and to support our ongoing recipe-led TV and print advertising, sampling and online activity.”


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