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Pilgrims Choice – Choose a Choon


To overcome category default behaviour by disrupting the market with a new ATL campaign following three years off air.


We did something different to what you would expect from the dairy, and even the FMCG category, yet something that reflected the huge personality behind this great-tasting cheese brand. We behaved like a challenger brand after three quiet years, launching on YouTube with a fully interactive ad. Consumers were invited to choose their own tune to the new TV ad and could even vote for their favourites. The winning tune was played out in peak TV, cleverly turning a modest campaign budget into something far bigger. The response in social media meant that the campaign outlived the traditional 3-week TV campaign, extending to a total of 8 weeks.


  • The total social activity for Pilgrims Choice achieved 1.4m views, and delivered a 27% view rate on YouTube (double the FMCG average).

  • The brand saw significant improvement in its ‘unique & different’ positioning.

  • Most importantly sales of Pilgrims Choice were up post-campaign in all major retailers totalling 49.8% overall!

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