New partnership expands on bold marketing campaign
CHEDDAR cheese brand Pilgrims Choice has announced a new partnership with comedian George Egg as part of its ‘Bite Into Bold’ marketing campaign.
The collaboration sees the cheddar cheese brand pair up with Egg, or the ‘Snack Hacker’, to bring an extra bite and unforgettable flavour to the campaign. This also marks the second stage of the brand’s ‘Bite Into Bold’ marketing which kicked off in 2025.
George Egg is an award-winning comedian and “anarchist cook” who has spent his career shaking up the culinary scene through comedy with his sell-out shows that involve using power tools and hotel appliances to cook gourmet meals.
Egg said: “I’ve spent years cooking in hotel rooms with irons and trouser presses, proving that you don’t need a fancy kitchen to make great food – you just need a bit of imagination. Pilgrims Choice gets that.
“They aren’t interested in being polite and predictable; they want to punch up the flavour. I’m thrilled to be partnering with them and can’t wait to show people how to take a standard Tuesday night dinner and turn it into something anarchic and delicious.”
The partnership kicks off at the end of February with the launch of the Flavour First Aid Kit, a toolkit designed for culinary creativity. The limited-edition kit offers the “ultimate accessory” for consumers who are looking to add in extra flavour to their mealtimes.
As part of the promotion, the kit will see Pilgrims Choice be paired with some of Egg’s “secret treasures” – a curated selection of spices, sprays and sauces designed to instantly transform dishes through some simple additions.
Sarah Burrow, marketing controller at Pilgrims Choice, said: “At Pilgrims Choice our mission is simple: we ‘dare dairy to be different’. This means challenging convention, steering clear of the bland, and making every cheese moment a little more epic.
“We want to be the boldest block on the ‘block’ and as such our partnership with George Egg, the culinary anarchist and original ‘Snack Hacker’, is a perfect fit. The partnership with George Egg is a key moment of our unapologetically fun, disruptive and full of flavour Bite Into Bold campaign set to run throughout 2026.
“Featuring above and below the line activity, the campaign will amplify what Pilgrims Choice stands for; flavour that hits harder and moments that taste better; and support a number of exciting NPD launches to be unveiled later this year.”
