Pilgrims Choice has announced a brand campaign encouraging consumers to look beyond bland, boring food.
The ‘Bite into Bold’ campaign aims to differentiate the cheddar brand from “the boring and bland mainstream” by drawing attention to its “distinctive taste profile”.
The three-month long, 360-degree campaign will roll out from this week with broadcaster and subscription VOD and Connected TV homepage takeovers, as well as social media marketing supported by a range of influencers and content creators including Will Hughes, aka ‘What Willy Cook’.
The Pilgrims Choice ‘Bite into Bold’ campaign will also feature a partnership with Spotify and the sponsorship of podcast Parenting Hell with Rob Beckett and Josh Widdicombe.
In addition, it will include shopper activations and experiential installation in Bristol.
“Our overall mission is to ‘dare dairy to be different’ by challenging convention, avoiding the bland, and making every cheese moment a little more epic,” said Nicola Blackmore-Squires, Ornua Foods UK marketing director. “We want to be the boldest block on the ‘block’!
“Whether that be through our moreish flavour profiles, visually stunning branding and packaging, innovative NPD or creative and disruptive marketing campaigns that excite people the way cheese ought to.”
The campaign combines striking visuals with colourful copy and is designed to complement the brand’s updated branding and packaging which launched earlier this summer.
“The ‘Bite into Bold’ campaign will position Pilgrims Choice as being all about flavour that hits harder, moments that taste better and ultimately inspire consumers to grab life (and cheese) with both hands and make every bite count,” said Blackmore-Squires.
No comments yet