Pilgrims Choice has launched a tasty new campaign, inspiring consumers to embrace flavour. 

‘Bite Into Bold’ is a three-month integrated campaign created in partnership with TBWA, TASTE, PHD Manchester, 1000Heads and Capture. The campaign positions Pilgrims Choice as the antidote to “bland and boring” by focusing on its distinctive flavour profiles and bold new visual identity.

Activity on the campaign includes a partnership with chef-creator What Willy Cook, Spotify’s 3D audio ads and a sponsorship of the hit podcast Parenting Hell. There will also be a major week-long experiential activation in Bristol and shopper initiatives nationwide.

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Pilgrims Choice recently won three major titles at the International Cheese & Dairy Awards 2025, including Champion Overseas Cheddar. 

“Our mission is to ‘dare dairy to be different’ by challenging convention,” said Nicola Blackmore-Squires, marketing director at Ornua Foods UK, “We want to be the boldest brand on the block – whether that’s through our flavour profiles, innovative packaging, or creative campaigns that excite people the way cheese ought to.”