By John Glenday | Reporter

July 20, 2022 | 2 min read

The latest advertising campaign from cheese brand Pilgrims Choice shows the lengths people will go to not to share their tasty snacks.

The cheddar brand is championing its great taste as a point of differentiation in the marketplace to drive purchase and consumption via five separate executions, including a wordless exchange demonstrating the irresistible pleasure of cheese-topped nachos.

Louise Martell, chief strategy officer at independent agency Yonder Media, said: “For a category that’s bought week in week out, longevity and consistency were front and center to the solution, as well as the ability to show a range of irresistible and relatable moments that get mouths watering and that audiences will enjoy.”

Injecting personality and wit into the dairy category, the campaign sees the cheddar brand do things differently by targeting gastronomes through a takeover of Food Network’s daytime schedule with 10-second sponsorship idents. TV ads will also be aired on Discovery+’s food programming, as well as alongside food and drink-related content on YouTube.

Kerry Alexander, brand director at Ornua Foods UK, said: “Pilgrims Choice has always been known for its superior taste, and we’re focused on dialing this up by making the brand synonymous with individual, indulgent, pleasure-focused ‘me moments.’ In leveraging emotional taste-related connections, rather than the functional uses that other brands’ marketing tends to fall back on, Pilgrims Choice is again determined to disrupt and drive forward the category.”

The campaign extends to a recipe partnership with Mob Kitchen, the popular media platform devoted to sharing quick and affordable meal ideas.

Pilgrims Choice has previously positioned itself as the nation’s ‘choosiest cheese’ in partnership with Britain’s Got Talent.

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