Engaging an Urban Audience

PRIMI Integrated Campaign

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The Brief

We were tasked with creating and rolling out a nationwide integrated campaign, to market PRIMI’s brand new breakfast menu. This was aimed at the urban PRIMI-goer, a modern millennial mover and shaker looking for a quick, nutritious, healthy and cosmopolitan breakfast.

Two ideas drove our campaign: the existing cosmopolitan approach in the brand’s identity, and the campaign’s core message: ‘Everybody’s Welcome’. Our objective here was to introduce the audience to the new menu by creating an impactful and long-lasting campaign.

The Strategy

Social Media Influence

With these familiar faces, including Nadia Jaftha, Aqeelah Harron, Emma Jane Menteath, Khanya Siyengo, and Blake Williams, we crafted custom video content and imagery, to reach an audience of tens of thousands.

We used strategic paid media and content marketing on Facebook, Instagram, and Twitter to reach the broader audience.

81 000 Likes

We strategised a campaign that would drive traffic into PRIMI stores and increase the sales of the new breakfast menu, through print and digital PR coverage, paid media, paid search, social media as well as collaborating with a few of South Africa’s biggest digital influencers, all based around the main menu launch events held at PRIMI’s Victoria and Alfred Waterfront location.

Core Message

We tackled the campaign with the core message that relayed PRIMI’s new breakfast menu as geared towards anyone, regardless of their culture, age and location – ‘Everybody’s Welcome’.

We collaborated with top local influencers from all around South Africa who are widely known for their individuality to drive the ‘Everybody’s Welcome’ message home including a custom production shoot styled by fashion trailblazer Tracy-Lee Rosslind .

Our vast experience in the food retail industry and our deep knowledge of the urban PRIMI-goer, meant that we could confidently execute a solid integrated strategy.