PRIME TIME FOR PRIMUS

Since 1892, Swedish-stove brand Primus has been globally recognized for pioneering outdoor cooking, primarily through its innovative backpacking stoves. While the brand is widely known by the endemic outdoor audience, its launch of camping stoves presented an opportunity to target a more general lifestyle audience, allowing Primus to become a part of the growing trend in outdoor recreation among millennials and urban dwellers.

What We Did

TURNER knew that the outdoor endemic audience would love the new collection of camping stoves right out of the box. So we expanded media outreach to lifestyle, culinary, design and travel outlets, positioning Primus as a tastemaker in social outdoor cooking with story angles such as “Tailgating Essentials for the Big Game” and “How to Host a Summer Cookout,” among others.

TURNER found that many editors have a personal interest in camping and family camping and wanted to test out the product during summer weekend trips. Others were impressed with the sleek-but-functional design of the stoves. Specifically, the Kamoto OpenFire Pit caught on as the ideal alternative to having a bulky backyard stove and was even given a test-grill by a writer on her Brooklyn patio, which resulted in coverage on Food Republic.

Results

Through taking a more general lifestyle approach to Primus products, TURNER garnered a total of 255,213,776 impressions for the CampFire Collection. Among lifestyle, culinary design and travel outlets specifically, the collection reached 219,580,047 impressions alone including coverage on TODAY, Women’s Health, Real Simple, Refinery29, Food Republic and Sunset among others.