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The Client

Primal Preps

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.

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The brand prioritises transparency, quality and nutrition.

Logo which reads "Primal" next line "Proper Preps" next line "Fuel for High Performers".

Before launch the goal was to:

  • Build anticipation for the business

  • Establish strong brand positioning

  • 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.

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The Challenge

Content focused on brand storytelling and transparency.

The Strategy

Key themes included:

• Ingredient quality and sourcing

• Cooking process and preparation

• Behind-the-scenes of the business

• Brand values and mission​

• Building anticipation for launch

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A waiting list campaign was also developed to capture early interest.

Key Results

  • Strong early engagement on launch content

  • Growing audience interest in the brand values

  • 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.

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