July 19, 2022
Pilgrims Choice, the UK’s No2 Cheddar brand, has unveiled a major new multi-channel marketing campaign in pursuit of owning the essential driver of purchase and consumption, namely great taste.
The disruptive new ‘Taste Matters’ campaign signals the next step in Pilgrims Choice’s bold strategy to grow market share through responding to changing market dynamics and consumer behaviour.
Focusing firmly on the ‘foodie’, the campaign will feature five highly original and distinctively quirky creative executions* that dial up Pilgrims Choice’s superior taste credentials – the key purchase driver for cheese.
Based on real insights from consumers and food-lovers, the campaign dramatises the irresistible taste of Pilgrims Choice, bringing to life the occasions they use it for and the emotions it creates. In doing so, the campaign will further reinforce the brand’s reputation for disrupting category norms, not only through harnessing its unique tone of voice, personality and wit but also through leveraging a rapidly changing media landscape and tapping into an increasing number of consumer touchpoints along the purchasing journey.
The £2 million, six-month, above and through-the-line campaign, which starts this week, will focus on reaching the brand’s key target audience of engaged foodies through a combination of digital channel sponsorships; Video On Demand and boundary pushing social media activity.
This will include Pilgrims Choice’s takeover of the Food Network’s daytime programming reaching an estimated 13 million engaged cheese loving foodies each month with its 10 second sponsorship idents appearing eight times an hour. The creative TV ads will also be delivered via VOD to viewers of Discovery +’s portfolio of foodie programming as well as to those searching for Food & Drink related videos on YouTube.
In addition, for the first time Pilgrims Choice will also enter into a major cheese recipe focused partnership with MOB Kitchen which has been described as the ‘online culinary sensation’ that showcases quick, healthy and delicious one-minute ‘how-to’ food videos online.
Commenting on the new Pilgrims Choice campaign, Kerry Alexander Brands Director at Ornua Foods UK said, “Our new ‘Taste Matters’ campaign is all about owning the key driver when it comes to cheese purchase, namely great taste. Pilgrims Choice has always been known for its superior taste and we’re focused on dialling 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 follows the introduction of new pack designs across the Pilgrims Choice range, featuring striking use of colour, flavour descriptors and mouth-watering cheese imagery to further stimulate the emotional responses of consumers when it comes to indulging and eating cheese.