Pilgrims Choice, cheddar-cheese brand, has launched a new
campaign, centered on the tag: “Taste Matters.”
The Above + Beyond agency created five executions, active by Yonder Media, via digital channel sponsorships, VOD and social media.
The $2.4 million, six-month campaign, starts this week.
Specifically, the UK brand Pilgrims Choice is taking over the Food Network’s daytime programming, while TV ads are delivered VOD to viewers of Discovery +’s food programming.
Kerry Alexander, brands director at Ornua Foods UK, said, “Our new ‘Taste Matters’ campaign is all about owning the key driver … namely great taste. We’re focused on dialng this up by making the brand synonymous with individual, indulgent, pleasure-focused ‘me moments.’ ”
The work is also viewable on Food & Drink-related videos on YouTube. In addition, there is a cheese-focused partnership with food influencers' MOB Kitchen.
Louise Martell, Chief Strategy Officer of 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 audiences will really enjoy."
In late June, Above+Beyond launched a global digital campaign to highlight the new white Mulberry Softie bag.