Pilgrims Choice in search for agency

Pilgrims Choice, the cheese brand, is looking for an agency to handle its integrated advertising account as part of its attempts to secure a market-leading position.

The incumbent on the account is M&C Saatchi's below-the-line agency, Lida. The agency has held the business since September 2003.

Mike Davies, the managing director of North Downs Dairy, which owns the Pilgrims Choice brand, said: "We have been with Lida for three years. As part of our normal business practice, we are reviewing our position with the agency."

In March 2005, Lida created an integrated television and direct-response campaign to promote the cheese brand. Activity included retail press ads, door-drops and regional sampling.

The television executions featured a series of cheese-based recipes that are transformed from everyday dishes into irresistible meals by Pilgrims Choice, and push home the brand's association with choice by using wordplay such as "choice on toast" and "cauliflower choice".

In December last year, the brand also ran a door-drop campaign through Link- Direct to distribute more than one million leaflets near Tesco, Somerfield, Morrisons, Asda, Waitrose and Sainsbury's stores.