The challenge
The cheese market suffers from heavy price discounting as consumers see the cheese sector as a commodity. Typically consumers need persuading to pay for branded cheese.
The insight
Current cheddar brands talk of flavour or tasting opportunities, so Pilgrims Choice needed to be in different territory to have real cut-through and 'shake' consumers out of apathy.
The creative solution
Pilgrims Choice is graded for quality three times during the maturation process. We bought our Pilgrims Choice cheese grader to life, dramatising him looking for the same absolute perfection he finds in his cheese in a range of other situations. We also modernised the packaging and supported the TV and press campaign with sampling and coupons.
The results
Sales were up over 50% year on year in 2008 and with our econometrics model we helped optimise marketing activity ROI for TV advertising. To find out more please call Keira Lloyd on 01892 703176.