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- Pilgrims Choice
Making cheese exciting – redesigning the UK’s #2 cheddar brand to spark flavour discovery and consumer love.
01 Challenge
The UK is a cheese-loving nation. But when it comes to what goes in the trolley, the category is dominated by own label and dulled by price wars.
Our challenge was to shift Pilgrims Choice from a largely promotional buy to a brand of preference. To break through the beige and command visibility on shelf, we needed to build brand distinctiveness and amplify Pilgrims Choice as the boldly flavoured, adventurous cheese brand that flavour-first food lovers were craving..
02 Insight
Despite often being swayed by discounts or comforted by the familiar, our research unearthed a powerful emotional unlock for consumers. Shoppers described a deep, almost nostalgic connection to cheese – not just as an ingredient, but as a reflection of their taste. They wanted to feel the flavours, textures, and quality before opening the pack.
This insight served as a jumping off point for the creative platform, ‘Dare to be Different’.
03 Idea
Pilgrims Choice is not your average cheddar, so we had permission to reimagine the brand to reflect its unique character. Articulating flavour through rich visual textures and vivid appetite-stirring photography, our new design language bursts with taste appeal and is just as expressive as the products themselves.
We took a flavour-forward approach to the packaging redesign, paying special attention to brand architecture and hierarchy. Setting the brand up for future growth, we developed an innovation platform that delivers consistent frameworks for sub-brands and limited edition products.
Additional tools including Brand Guidelines, Tone of Voice Guidelines, and initial activation assets across shopper, retail, social and digital communications help Pilgrims Choice and its agency partners bring the brand to life further.
From shelf to social, Pilgrims Choice now delivers on punchy flavour communication and bold aesthetic impact, reflecting the quality, texture, and variety that we know cheese lovers crave.
