Pilgrims Choice, the UK’s No.2 Cheddar brand, is challenging consumers to look beyond bland, boring food to embrace a life (and cheese) full of flavour with a new and highly disruptive marketing campaign, orchestrated by TBWA, TASTE, PHD Manchester, 1000Heads and Capture. The new ‘Bite into Bold’ campaign aims to differentiate Pilgrims Choice from the boring and the bland mainstream by breaking category conventions, calling out its distinctive taste profile and inspiring cheese-lovers to unleash their adventurous spirit when it comes to flavours and usage occasions. Commenting on the new Pilgrims Choice brand marketing campaign, Nicola Blackmore-Squires, marketing director at Staffordshire-based parent company Ornua Foods UK, said: “Our overall mission is to ‘dare dairy to be different’ by challenging convention, avoiding the bland, and making every cheese moment a little more epic. We want to be the boldest brand on the ‘block’! The Bite into Bold campaign will also feature high profile shopper activations to drive trial and conversion through in-store and online sampling, together with attention grabbing branded on-shelf and retailer media assets.