Pilgrims Choice invites the public to ‘Choose a Choon’ for its first TV ad in two years
Pilgrims Choice is calling on the British public to select the soundtrack for its TV campaign.
‘Choose a Choon’, created by Karmarama, invites viewers to choose from eight different tracks for the TV ad.
Launching Monday (1 June) the ad shows workers in a fictional Pilgrims Choice factory doing some eye-catching dance moves to celebrate a discerning shopper’s decision to purchase a pack of Pilgrims Choice cheese.
An online and mobile campaign asks viewers to vote for their favourite track by visiting a dedicated website and making their track selection from a choice of eight – including metal, house, French, jazz, pan pipes, Didgeridoo, whale song and silence. Viewers who select the winning track could win a year’s supply of Pilgrims Choice with the winner selected at random at the end of the campaign.
Mike Harper, director of marketing at Pilgrims Choice parent company Adams Food, said the brand takes pride in being the “category’s true challenger” and working with Karmarama to “move to a new model of activity” across multiple touch points.
“From TV through to social content, Karmarama have created a campaign that stands out from our competitors, excites our all retailers and most importantly, will resonate with our consumers,” he said.
Sam Walker, executive creative director at Karmarama, added: “We’ve tried to create a campaign that goes against all of the conventions of twee cheese advertising.”
The campaign is the first from Pilgrims Choice in over two years and is the first time the brand is running online activity to support TV. The brand has also launched ‘Ask a Cheese Expert’ on social channels where viewers can ask real life cheese experts, Richard and David, anything they like about cheese, or life itself.