Cheese It: Pilgrims Choice Pushes Superior 'Taste'

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. 


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