Beta wins Pilgrims Choice creative task

Pilgrims Choice, the UK's second-largest cheddar cheese brand, has appointed Beta to handle its integrated advertising account.

Pilgrims Choice…appointed Beta
Pilgrims Choice…appointed Beta

The agency won the business after a pitch against VCCP and WFCA Integrated, the incumbent.

Pilgrims Choice, which is owned by North Downs Dairy, wants to raise the profile of its range of products, as it looks to overtake Cathedral City as the UK's number-one cheddar brand.

WFCA Integrated has been the incumbent on the Pilgrims Choice ad account for three years, after winning the business from Lida in 2006.

The agency has created a number of integrated campaigns for the brand, including a £3 million push launched in February last year, the brand's biggest to date.

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 large amount of cheese on offer. He eventually settles on Pilgrims Choice, which he later uses to make a sandwich.

The campaign was supported by press ads, in-store sampling and PR activity.