Pilgrims Choice, the UK’s No.2 cheddar brand, is introducing vibrant new pack designs and complementary packaging formats. The striking new look, which is being phased in across the entire Pilgrims Choice range during May and June, will deliver massive standout on shelf, elevating the brand, the consumer experience and the overall cheese fixture.
The new Pilgrims Choice on-pack branding retains its signature black background and logo while creating real drama and standout shelf appeal through the use of a vibrant and highly distinctive colour palette. Hand-drawn cheese illustrations and punchy, more adventurous on-pack product descriptors, give the new packs a modern, premium look, reinforcing the brand’s vow to inspire.
The new brand design is further complemented by the introduction of a new block format, featuring a more impactful and user-friendly 90 x 140mm cut face. The new block packaging features the use of the latest 42 micron film to deliver a 15 per cent reduction in plastic compared to the existing Pilgrims Choice packaging.
According to research undertaken by the brand’s owner, Ornua Foods UK, the new-look packs make it easier for consumers to shop and differentiate the range from other options within the category. The findings also suggests that consumers see the new pack design and format as being “For Me” and “Worth Paying More For”, all of which should increase their purchase intent.
By bringing greater excitement and eye-catching designs to the dairy aisle, the brand aims to inspire shoppers to explore and expand their horizons when it comes to flavour and usage occasions.
“The introduction of our new distinctive and disruptive branding and packaging formats has been informed by a major Category and Consumer Insights project to ensure we understand the role we play for our retailer partners and consumers as continue to grow the brand," said Nicola Blackmore-Squires, Ornua Foods UK Marketing Director. "The new packs are made for standout on shelf and are set to transform the cheese fixture by creating greater excitement and visual stimulation.
“Our new-look packs are in line with our brand mission of inspiring shoppers to go beyond the norm and use cheese in new and different ways - because life tastes good when you do it your way. The new packs will move the brand away from the conventional to help consumers explore, experiment and discover that there is nothing more freeing and enlivening than daring to live a life full of flavour.”
The arrival of the new packs follows the launch of the Pilgrims Choice Inclusions range in March, comprising a line-up of fantastic-tasting blended cheeses that tap into cutting edge food trends and multiple usage occasions.
The roll-out of the new packs, along with the introduction of the Inclusions range, forms part of a major brand reset which puts Pilgrims Choice on course for a departure from the more conventional positioning often seen within the cheese category, in the direction of discovery and delicious possibilities. Supported by its enhanced brand positioning, a renewed focus on innovation in product offerings, and cut-through marketing activity, the brand pledges to inspire moments of individuality and entice cheese-lovers to dare to live a life full of flavour.
The introduction of the new look Pilgrims Choice packs and brand identity will be supported from September by a disruptive 360 degree above and below the line marketing campaign. The brand’s new visual look and positioning being utilised across a range of channels including high impact advertising, social media “takeovers” and shopper activations.
