Pilgrims Choice, the UK’s No.21 Cheddar brand, is challenging consumers to look beyond bland, boring food to embrace a life (and cheese!) full of flavour with a fun, new and highly disruptive brand marketing campaign.
The new ‘Bite into Bold’ campaign aims to differentiate Pilgrims Choice from the boring and the bland mainstream by breaking category conventions, calling out its distinctive taste profile and inspiring cheese-lovers to unleash their adventurous spirit when it comes to flavours and usage occasions.
The three-month long, 360 degree, above and below the line campaign, which rolls out from this week, will reinforce and bring to life Pilgrims Choice’s mission of inspiring shoppers to break from the norm and use cheese in new and different ways.
Utilising a range of high impact and original creative assets and marketing platforms it will move the brand away from the conventional and clichéd, when it comes to imagery. Instead, its striking visuals, combined with colourful copy will inspire consumers to sample a life full of flavour, thanks to Pilgrims Choice’s great tasting range.
The campaign will complement and amplify Pilgrims Choice’s new and distinctive branding and packaging formats, which have delivered massive standout on shelf, elevating the brand, the consumer experience and the overall cheese fixture, since arriving earlier in the Summer.
The campaign will not only build consumer awareness of Pilgrims Choice’s core, award-winning, portfolio of superior-tasting Mature, Extra Mature and Vintage Cheddars but also highlight the brand’s recently launched Inclusions range of great tasting blended cheeses that tap into cutting edge food trends and multiple usage occasions. Available nationwide in Tesco since March, Inclusions will land in Sainsbury’s and Morrisons later this month.
Commenting on the new Pilgrims Choice brand marketing campaign, Nicola Blackmore-Squires, Ornua Foods UK Marketing Director said: “Our overall mission is to ‘dare dairy to be different’ by challenging convention, avoiding the bland, and making every cheese moment a little more epic. We want to be the boldest block on the ‘block’! Whether that be through our moreish flavour profiles, visually stunning branding and packaging, innovative NPD or creative and disruptive marketing campaigns that excite people the way cheese ought to.”
“The ‘Bite into Bold’ campaign will position Pilgrims Choice as being all about flavour that hits harder, moments that taste better and ultimately inspire consumers to grab life (and cheese) with both hands and make every bite count.”
The Pilgrims Choice ‘Bite into Bold’ campaign will feature Broadcaster Video On Demand; Subscription Video On Demand and Connected TV homepage takeovers that will reach target audiences in high-impact, high-attention environments. This will be complemented by an immersive paid for and earned social media campaign across Meta and TikTok supported by a range of influencers and content creators including a major link up with “What Willy Cook” the popular Instagram-famous persona of chef and content creator Will Hughes. The campaign will also feature a partnership with Spotify to reach target consumers with attention grabbing 3D audio ads across their music and podcast content and the sponsorship of one of the UK’s most popular podcasts Parenting Hell with Rob Beckett and Josh Widdicombe.
The campaign will also feature a major experiential installation in Bristol, but amplified across the nation through social media and PR tie ups, as part of a fun and adventurous week-long event challenging consumers to try unexpected cheese pairings such as cheddar and ice cream.
The Bite into Bold campaign will also feature high profile shopper activations to drive trial and conversion through in-store & online sampling, together with attention grabbing branded on-shelf and retailer media assets.
1 Circana 52 w/e 12 July 2025
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