Primula has kicked off its Get Squeezy TV campaign with a family-targeted ad.

The ad features friends and families incorporating Primula into a range of snacks and meals and will be backed by recipes on the Primula website and social media sites.

The brand has also revamped packaging with more vibrant colours and new imagery, and added a 'profits go to charity' logo.

"Primula is owned by charitable organisation the Kavli Trust, which donates a significant proportion of profits to humanitarian, cultural and research projects," said marketing director Craig Brooks.