One the UK’s leading cheddar brands, Pilgrims Choice has kicked-off a new, integrated brand marketing campaign in order to drive greater customer recruitment and retention.

The brand’s disruptive ‘Taste Matters’ campaign signifies a bold new strategy which is set to aggressively target greater market share by adapting to changing market dynamics and consumer behaviour.

Pilgrims Choice’s strategic vision will be focused around five creative executions that will be focused on the product’s taste credentials, which the brand claims is the key driver of purchases in the cheese market.

Key messaging will be based around how customers interact with the product, and the relationships that can be forged by offering consumers consistent quality.

The Ornua-owned firm has invested £2 million into the six-month campaign, which it hopes will cut through to the intended ‘foodie’ audience through a combination of digital channel sponsorships, video-on demand and social media activity.

READ MORE: Cathedral City unveils £5m ‘Our Make it Better Cheddar’ campaign

As part of the campaign the firm has also unveiled a landmark TV partnership with a takeover of the Food Network’s daytime programming with 10-second sponsorship idents appearing eight times an hour. Pilgrims Choice ads will also appear across the wider Discovery+ online food portfolio.

“Our new ‘Taste Matters’ campaign is all about owning the key driver when it comes to cheese purchase, namely great taste,” Ornua Foods UK brand 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’.

She added: “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.”

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