Primula cheese is one of the UK’s favourite spreadable cheese products and the only squeezy cheese in a tube.

The NSPCC charity’s ethos is to allow children the freedom to dream by being free from abuse.

Primula joined forces with the NSPCC to help kids ‘dream big’ by creating limited-edition NSPCC Primula Cheese tubes, 20% of whose profits were donated to the charity.

We created the #DreamBig campaign which ran across national consumer and trade media, social channels and influencer relations using a #DreamBig journal and whiteboard dream bubble for ambassadors to share their childhood dreams. All campaign messaging was to drive consumers to the limited edition in-store promotion.

The Primula Cheese NSPCC campaign successfully raised £52,000 for the charity.