The Client
Primal
Primal is a meal prep business focused on high protein meals made from scratch using high-quality ingredients, butcher-sourced meat, organic vegetables with no grains, seed oils or ultra-processed ingredients.
The brand prioritises transparency, quality and nutrition.
The Strategy
Content focused on brand storytelling and transparency.
Key themes included:
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Ingredient quality and sourcing
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Cooking process and preparation
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Behind-the-scenes of the business
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Brand values and mission
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Building anticipation for launch
A waiting list campaign was also developed to capture early interest.
The Challenge
Before launch, the goal was to:
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Build anticipation for the business
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Establish strong brand positioning
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Communicate the difference between Primal and other meal prep companies
Many competitors focused on convenience, but Primal needed to highlight quality and integrity in ingredients.
Key Results
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Strong early engagement on launch content
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Growing audience interested in the brand values
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High demand for waiting list sign-ups prior to official launch
The Impact
Primal established a clear identity as a premium, ingredient-led meal prep brand, differentiating itself from competitors and building an engaged early audience.