Pilgrims Choice urges consumers to ‘Bite into Bold’ with new advertising campaign.
Pilgrims Choice is challenging consumers to look beyond bland, boring food to embrace a life (and cheese!) full of flavour with a fun, new brand marketing campaign.
Its new ‘Bite into Bold’ campaign aims to differentiate Pilgrims Choice from the boring and the bland mainstream by highlighting 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, above and below the line campaign, bring to life Pilgrims Choice’s mission of inspiring shoppers to break from the norm and use cheese in new and different ways.
The campaign aims to build consumer awareness of Pilgrims Choice’s core portfolio of Mature, Extra Mature and Vintage Cheddars but also highlight the brand’s recently launched Inclusions range of 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.
The marketing push 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 and will be complemented by an immersive paid for and earned social media campaign across Meta and TikTok.
The brand is also going to be working with 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.
A partnership with with Spotify will see some 3D audio ads playing across their music and podcast content and it’s sponsoring the podcast Parenting Hell, presented by Rob Beckett and Josh Widdicombe.
“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,’ said Nicola Blackmore-Squires, Ornua Foods UK marketing director. “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.”
