We Help Cheese Lovers Make The Pilgrim’s Choice With ‘Britain’s Got Talent’

11th April 2014

Q: What do you get when you cross the UK’s choosiest cheese brand with one of the nation’s favourite TV choices? A: Our first ever on-pack promotion for Pilgrim’s Choice.

By linking up with the UK’s most popular talent show, Britain’s Got Talent, we’re giving consumers the opportunity to vote for their favourite performer from those the judges don’t put through.

Consumers get to rate the entertainment on offer, no matter how quirky or cheesy, and ‘Make The Pilgrims Choice’.

One pack equals one vote, and anyone casting theirs will be entered into a series of prize draws with six pairs of VIP tickets to the Britain’s Got Talent live semi-finals.

We’ve created a bespoke microsite where voting and consumer engagement can happen alongside the brand’s Facebook and Twitter social hubs.

The site features a showcase gallery where people can view the acts and see announcements about both the winning contestant and VIP ticket winners.

“This partnership with one of Britain’s best-loved TV shows gives us a great opportunity to deliver strong stand-out and added value with every purchase” says account director Rachel McHale. “We’ve created an exclusive money-can’t-buy offer to appeal directly to our core family audience. With  brand awareness and penetration already riding high, this can only drive sales further in the right direction.”

The promotion, which will appear in-store from the moment the new series airs, runs across all Pilgrims Choice packs, including Mature Cheddar, Mature Lighter and Extra Mature Cheddar.