Challenge: Primo needed to re-establish its Sliced Meats and Cheese Snacks as mums’ go-to for Back to School, positioning them as a fun, filling, and tasty lunchbox solution.

Solution: Tapping into the current protein trend, we positioned Primo as a key source of lunchbox fuel. A playful, illustrated lunchbox showcased the product formats alongside other wholesome ingredients, reinforcing nutrition and fun.