Pilgrims Choice has launched a major new £2m multi-channel marketing campaign to promote the taste of its cheddar.
Its new Taste Matters campaign was designed to grow Pilgrims Choice’s market share by adapting to changing market dynamics and consumer behaviour, the brand said.
It will feature five “creative executions” for its cheddar to demonstrate its taste, aimed at “foodie” consumers.
“Our new Taste Matters campaign is all about owning the key driver when it comes to cheese purchase, namely great taste,” said Kerry Alexander, brands director at Ornua Foods UK. “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’.”
The campaign will start this week and run for six months. It will focus on reaching the brand’s key target audience of engaged foodies through a combination of digital channel sponsorships, video on demand and social media activity.
Part of this social media activity includes a partnership with MOB Kitchen, an online food channel, in which Pilgrims Choice will be used as the base of key cheese recipes.
The brand hopes the new campaign will harness its “unique tone of voice, personality and wit” while leveraging a rapidly changing media landscape and reaching consumers at all points on the purchasing journey.
“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,” said Alexander.
The new campaign follows the introduction of new packs across the Pilgrims Choice range which featured new use of colour, flavour descriptors and imagery.
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