Pilgrims Choice partners with Britain’s Got Talent for ‘Make The Pilgrims Choice’ campaign

Cheese brand Pilgrims Choice has partnered with ITV’s Britain’s Got Talent for ‘Make The Pilgrims Choice’, a campaign that gives consumers the chance to vote for performers that the judges don’t put through.

Positioning itself as Britain’s “choosiest cheese”, the brand is inviting viewers to visit its microsite where they can make their vote and enter into a prize draw to win one of six pairs of tickets to the talent show’s live semi-finals.

The promotion runs across all Pilgrims Choice packs which include Mature Cheddar, Mature Lighter and Extra Mature Cheddar.

Blue Chip account director Rachel McHale said; “This partnership with one of Britain’s best loved TV shows gives us a great opportunity to deliver strong stand-out and added value with every purchase. Brought to life on pack, we have created an exclusive money-can’t-buy offer to appeal directly to our core family audience. With our brand awareness and penetration already riding high, this on-pack offer can only drive sales even further in the right direction.”

The partnership campaign, created by Blue Chip, also includes engagement around Pilgrims Choice Facebook and Twitter hubs where the winners will be announced.

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