Cheddar brand Pilgrims Choice is encouraging consumers to embrace flavour and reject blandness with a new brand marketing campaign, ‘Bite into Bold’.
Rolling out this week, the three-month campaign aims to differentiate Pilgrims Choice from other cheese brands by highlighting its distinctive taste profile and encouraging adventurous usage occasions.
Spotlighting the brand’s core range of Mature, Extra Mature and Vintage Cheddars, as well as the recently launched Inclusions range of blended cheeses, the campaign supports Pilgrims Choice’s new branding and packaging formats.
Marketing activity includes broadcaster video on demand, subscription video on demand and connected TV homepage takeovers, alongside paid and earned social media across Meta and TikTok. Influencer support includes a partnership with chef and content creator Will Hughes, known as ‘What Willy Cook’, and a Spotify campaign featuring 3D audio ads and sponsorship of the Parenting Hell podcast.
