Creative Campaigns for PRIMA
Company
PRIMA
Industry
Food and Beverage
Scope of work
Creative Direction
Art Direction
Project Management
Ad Creatives
Leadership
Strategy
Project Overview
PRIMA makes ancestral protein bars with grass-fed protein and real-food ingredients. During its nine-month engagement with Modern.ai, the brand grew to 100K+ email subscribers, 40K+ SMS subscribers, and reported $920K+ in net revenue. The campaign and product page creatives gave PRIMA a clearer way to communicate its ingredients, flavor, and benefits, helping the brand stand apart in a crowded protein bar category.
My role
As the Creative Design Lead at Modern.ai, I led art direction and design for PRIMA’s performance creative and product page imagery. We developed ingredient-led and benefit-led ads, helped shape the Nonna campaign, and created visuals that made the products and their value easier to understand. I worked alongside the wider team to support a consistent creative system across paid ads and the website.
Ingredient-focused ads
Making every ingredient and its purpose easy to see.
These ads turned PRIMA’s ingredient list into a central part of the product story. Instead of relying on a broad “clean ingredients” claim, they highlight specific choices: grass-fed protein, beef tallow, organic raw honey, cacao, and sea salt, and explained why they belonged in the bar. Flavor-led visuals for Cookie Dough, Mint Chip, Mocha, Cacao, and Salted Caramel kept the ads appetizing, showing that a bar made with recognizable ingredients could still feel indulgent. The goal was to make the formula easier to understand and give shoppers concrete reasons to choose PRIMA.
Promotional ads
A stronger reason to try PRIMA now.
These ads paired PRIMA’s product story with clear purchase incentives, including Buy 5, Get 1 Free, free shipping, and discounts for first-time and repeat orders. The offer was made to be the focal point, supported by product and flavor imagery, ingredient claims, and lifestyle creative. The goal was to make the value of trying PRIMA immediately clear and give interested shoppers a timely reason to act. The hypothesis was that a strong bundle or introductory offer could reduce hesitation around trying a new protein bar, while limited-time messaging added urgency.
The Nonna campaigns
PRIMA’s Nonna represented the no-nonsense, real-food standards associated with an Italian grandmother. Brought to life through real grandmothers, she gave the campaigns a human voice for PRIMA’s ingredient philosophy: familiar foods, straightforward ingredients, and a bar she’d approve of. That perspective helped the ads stand apart from conventional fitness marketing and made the product story more relatable. Industry coverage later described the Nonna content as resonating across age groups, though no campaign-level performance figures were publicly reported.
Testimonial Ads
These ads brought customer feedback into the campaign, pairing testimonials and social posts with product imagery, star ratings, and purchase offers. The quotes spoke to the things shoppers might wonder about before trying a protein bar: taste, ingredients, how satisfying it feels, and whether it’s enjoyable to eat. One described the bar as dessert-worthy; another praised its flavor and ingredients. By presenting these as individual customer experiences, the ads added a human layer to PRIMA’s product claims and gave prospective buyers relatable reasons to consider the bars. Some versions paired the testimonials with a “Buy 5, Get 1 Free” offer or a free-box CTA, connecting social proof with a next step.
Product page images
Helping shoppers see what’s inside
The PDP images gave shoppers a visual introduction to PRIMA’s bars, flavors, ingredients, and product benefits. By making those details easy to scan, the images helped explain what made the bars different and supported the decision to try them.
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