Challenge: Primo needed to re-establish their Sliced Meats and Cheese Snacks as Mum's first choice for school lunches during the key Back to School period by positioning them as fun, filling and tasty.

Solution: With Protein trending across every category, we leaned into this feature of the Primo range. Our key visual featured a strong call to action to drive consideration of Primo products as a key source of fuel for school lunches. A playful, illustrated lunchbox showcased the fun product formats insitu, drawing a halo effect alongside other healthy lunchbox ingredients.