Pilgrims Choice Cheddar launches new ‘Taste Matters’ campaign

Pilgrims Choice, the UK’s No2 Cheddar brand, has unveiled details of its new, high impact, TV-led marketing campaign. The campaign, which starts this week, will see Pilgrims Choice reaching out to more food-loving consumers than ever before as it aims to reinforce its superior taste credentials, the key driver when it comes to purchase and consumption of cheese.

Building upon the success of the 2022 “Taste Matters” campaign, the latest Pilgrims Choice marketing drive will feature three new highly original and distinctively witty creative executions. Based on real insights from consumers and food-lovers, the campaign dramatizes, in a humorous and highly relatable way, true to life “me moments” of guilty pleasure engendered by the great taste of Pilgrims Choice.

The £1 million, six-month, above-the-line campaign, will feature three bursts of intensive activity from April through to September and reach an estimated 21 million consumers with a particular emphasis on engaging with the brand’s key target audience of adult foodies. The campaign will leverage a mix of Linear TV including mainstream, high rating, ITV shows such as Coronation Street, This Morning and Loose Women; Broadcaster Video On Demand platforms including All4 and Sky Media channels such as the Food Channel; and foodie-related You Tube video content and channels.

“Despite continued cost-of-living pressures, Pilgrims Choice is outperforming the No1 brand in the category, generating more incremental sales in terms of both value and volume,” said Kerry Alexander, Brands Director at Ornua Foods UK. “Our 2022 campaign demonstrated taste really matters when it comes to consumers deciding what their must have cheese brand will be. This year we’re going even further with a campaign that not only reaches more food-loving consumers but is also proven to deliver real cut through, reinforcing Pilgrims Choice’s superior taste credentials and driving brand loyalty.”