Pilgrims Choice back on TV with £3m support programme
Pilgrims Choice proved in a big way that it's all about the cheese, when it returned to the small screen on 25 February with a burst of TV ads that kick off a multi-million pound campaign for the cheddar brand in 2008.
 The ads spearhead a year-long support plan of heavyweight marketing activity and include the return of the "Up to Scratch" advert first aired last autumn.
Running for two weeks, the national TV campaign reach has been broadened and will be aired during peak times on ITV, Channel 4, Satellite TV and GMTV. Trade and consumer press adverts as well as targeted PR activity will also be appearing to reinforce the TV advertising message, as well as heavyweight nationwide in-store sampling.
Mike Davies, Managing Director of North Downs Dairy, said: "The first burst of TV advertising kicks off our massive £3m marketing support campaign which we believe will see the Pilgrims Choice Cheddar brand go from strength to strength."
The Pilgrims Choice range offers cheddar to suit all tastes, from Medium Probiotic to Mature, Extra Mature, Farmhouse Mature, Farmhouse Lighter Mature and Vintage Farmhouse, making it ideal for everyday family use to the most exquisite of cheeseboards.
Mike Davies concluded: "2008 will see the Pilgrims Choice brand realise its biggest support programme to date, and we believe the investment will see sales of Pilgrims Choice escalate. It will also ensure the popular cheddar brand will continue to play a leading role in the cheddar category."
|
|
|
|
