Primula Cheese is encouraging its customers to dream big this spring with the launch of a limited-edition tube design which will raise funds for UK children’s charity, the NSPCC.
The launch of the limited-edition tubes will be supported by a substantial marketing, PR and digital campaign, Little Moments of Big Dreams, which reinforces the message that all children deserve the opportunity to imagine a bright future.
The campaign will encourage Primula’s customers to share stories and pictures of their children’s ambitions, however big or small, as well as their own childhood dreams.
The new-look packaging will be on-shelf from mid-February through to the end of March 2017 across all stockists of Primula’s core chilled range, with 20% of tube profits donated to the NSPCC.
The limited-edition packaging design features both the Primula and NSPCC logos, with the NSPCC’s trademark green branding used as a background colour, alongside the existing individual colours used to denote each Primula flavour (Original, Cheese with Chives, Cheese with Ham, Light Cheese and Cheese with Prawns).
Primula is wholly owned by the Kavli Trust, a charitable organisation, which means every time a customer buys Primula cheese they are helping to support good causes in the UK and around the world.
The 20% of profits donated to the NSPCC throughout the campaign will be in addition to the money already given to charities through the Kavli Trust.
Paul Lewney, Managing Director of Kavli UK, which produces Primula Cheese, said: “Charity is very much at the heart of Primula’s work and so we are delighted to announce our partnership with the NSPCC in 2017. All children in the UK should have the right to a safe and happy childhood, but sadly for some this is a time overshadowed by abuse and neglect. The NSPCC carry out fantastic work which allows children to be children and that is at the heart of our Little Moments of Big Dreams campaign.”
Lewney added: “We believe this is a campaign which will really strike a chord with our consumers, many of whom are parents or grandparents, and are looking forward to supporting the fantastic work of the NSPCC.”
Claire Hoyle, Head of Corporate Partnerships at the NSPCC, said: “The NSPCC is thrilled to be supported by Primula and their Little Moments, Big Dreams campaign. This initiative recognises that young people deserve the opportunity to realise their full potential and achieve their dreams in a world safe from abuse and neglect.”
The limited-edition NSPCC Primula tubes are on sale in selected Asda, Morrison’s, Tesco, Sainsbury’s and selected smaller independent stores.
Primula is part of the Kavli Group, the world’s first manufacturer of spreadable cheese, established in 1893 in Norway. Olav Kavli created the Primula brand back in 1924 and established a factory in the UK in 1936.
Primula has been a leading family brand for over 90 years. Best known for its squeezy cheese range, Kavli Ltd also owns Castle MacLellan Foods, brand leader for pate, and St Helens Farm, brand leader in Goats milk and associated products.
The Kavli Group is fully owned by the Kavli Trust, a charitable organisation committed to supporting good causes within the UK and worldwide.