Pilgrims Choice has announced the launch of its multi-million pound ‘Taste Matters’ campaign as it aims to grow its market share and take top spot within the cheese industry.
Currently in second spot for the UK’s favourite cheddar brand, Pilgrims Choice is looking to engage with consumers in a bid to expand its business.
The campaign, which is beginning this week, will run for a six-month period. Digital channel sponsorships include 10-second indents across the Food Network’s daytime programming, Video On Demand via Discovery +’s food related shows and social media activity on YouTube.
Aiming to reach 13 million cheese lovers through its advertising strategies, the brand will also be entering into a cheese recipe focused partnership with MOB Kitchen, showcasing one-minute ‘how-to’ online food videos.
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“Our new ‘Taste Matters’ campaign is all about owning the key driver when it comes to cheese purchase, namely great taste,” Oruna Foods UK brands director Kerry Alexander said.
“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 comes as Pilgrims Choice has re-designed its product packaging with flavour descriptions and cheese imagery aiming to stimulate the emotional responses of consumers.
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