Primo is the leading smallgoods brand in the category with a three tier offering of everyday products, premium products and gourmet SKUS. Primo’s premium SKUs were in decline. The challenge was to separate the range from the remainder of the portfolio by adding premium cues, whilst ensuring that the range remained masterbrand led.
Through the packaging design we communicated the tangible value of the variants to shoppers with evocative food photography that drives taste appeal and portrays the variants as a little more ‘special’. We created a masterbrand architecture that ensured the range was a comfortable compliment to the portfolio, sitting appropriately between the everyday core and gourmet products.
Simple yet distinctive variant navigation through colour helps the consumer select their preferred SKU, whilst evolved product descriptors contribute to the appetite appeal.
