Primula cheese has launched a series of limited-edition tubes emblazoned with the phrase “just say cheese”, as it embarks on a new two-month fundraising campaign for the Make-a-Wish Foundation.
The tubes of soft cheese will be on shelves until November at all current stockists of Primula’s core chilled range, with 20% of profits from each sale going to the charity, which organises dream experiences for children with life-threatening medical conditions.
Each of Primula’s five real flavours has a redesigned tube, prominently displaying a large smile created with the squeezy cheese alongside Make-A-Wish UK branding and Primula’s commitment to donating profits to charity. Primula’s signature milkmaid has also been given a magical update while the retail price has been upped to fit in with the campaign.
The fundraising campaign is being supported by a robust marketing, PR and digital campaign entitled Spread A Smile, which reinforces Primula’s commitment to Make-A-Wish UK. Launched today on World Smile Day by television presenter and broadcaster Angellica Bell, the campaign includes new statistics about how smiling can increase positivity and is challenging people of the UK to spread smiles to increase good feelings.
Primula UK managing director Paul Lewney said: “Each year, profits from Primula go to good causes both in the UK and abroad thanks to the unique way we are wholly owned by the Kavli Trust. Our new tubes mark the first time we have supported a UK charity through on-pack promotion and we’re proud to support such an amazing charity – the wishes Make-A-Wish grant provide invaluable positivity for seriously ill children and their families.”
Make-a-Wish UK’s Joanne Micklewright added: “Each year we aim to grant 1,000 wishes to help provide relief from medical appointments or hospital treatment and help both the wish child and their family feel more positive. Through Primula, we are raising awareness of our charity and our aim is to grant more wishes in the future.”
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