Karmarama picks up Pilgrims Choice

Pilgrims Choice, the UK's number two cheddar cheese brand, has appointed Karmarama to its ad account.

Pilgrims Choice: plans to take on market-leading rival Cathedral City
Pilgrims Choice: plans to take on market-leading rival Cathedral City

Karmarama won the business after a pitch involving two other agencies. The brand had previously worked with WFCA Integrated and then appointed Beta to a project in 2009 but did not spend significantly on advertising in 2010.

Pilgrims Choice, which is owned by Adams Foods, plans to raise its adspend as it looks to overtake the leading cheddar brand, Cathedral City.

WFCA Integrated, which worked on the account for three years after winning it in 2006, developed a series of campaigns for the brand, the largest of which broke in 2008 and was backed by a spend of £3 million.

The work, which carried the strapline "It's all about the cheese", included a TV ad that saw a man walking around a market overwhelmed by the number of cheeses on offer. He chooses Pilgrims Choice, which he later uses to make a sandwich.

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