Primo Reserve has kicked off a national campaign to mark the launch of its new range of premium smallgoods, designed to bring the luxury of high-quality cured meats to everyday consumers.

Media for the campaign was handled by Avenue C, with the aim of raising awareness and encouraging trial among consumers who value quality and take pride in their food choices.

The campaign will feature three bursts of activity across multiple channels, including TV, BVOD, and OOH. The focus will be on high-reach regions to ensure maximum audience penetration and minimal wastage.

Primo Reserve's new range is designed to meet the growing demand for trusted premium offers in everyday lunch and entertaining occasions. The range will be available at local Coles and Woolworths stores.

General Manager Marketing at Primo Reserve, Susanna Polycarpou, said: "Our new Primo Reserve range underscores our commitment to exceptional quality and authentic craftsmanship, meeting the growing demand for trusted premium offers in everyday lunch and entertaining occasions. We are proud of the breadth of range, outstanding quality and the strong support campaign delivered by our team to launch this amazing product range."

Managing Partner at Avenue C, Will Chapman, said: "The Primo Reserve Range comes with amazing product credentials in a time where consumers are seeking accessible indulgences. With beautiful creative for amazing products, we’re proud of the impactful media vehicles we’ve selected to ensure the range is showcased in the premium environments it deserves! We can’t wait to see it in market."