Pilgrims Choice Cheese Helps You Bite into Bold

The UK cheese aisle has been stuck in a comfort-food rut - predictable, indulgent, and frankly, a bit stale. But Pilgrims Choice isn’t here to play it safe. In partnership with TBWA\Ireland, the brand is shaking up fridges and taste buds with a daring new platform: Bite Into Bold.

This bold new direction invites cheese lovers to break free from the bland and embrace flavour that transforms not just meals, but moments. Bite Into Bold is more than a tagline - it’s a rallying cry to live life with more taste, more personality, and more punch.
Launching across CTV, OOH, audio, social, shopper, activations and PR, the Bite in to Bold campaign dramatises the journey from dull to delicious. The 20” CTV spot and standout OOH executions hero Pilgrims Choice’s core products, brought to life with vibrant sets and charismatic casting that ooze flavour and flair.

Nicola Blackmore-Squires, marketing director at Ornua UK notes, “At Pilgrims Choice we constantly ask ourselves, why settle for ordinary when bold is right there? Bite Into Bold is Pilgrims Choice showing the UK that flavour should excite, not fade. This is cheese with attitude – made to spark curiosity, confidence, and bigger tastes every day.”

To amplify the boldness, the campaign spans a rich mix of media and experiences:

• ​A special OOH build and tasting event hosted by UK food influencer WhatWillyCooks
• A 3D surround sound experience on Spotify
  
• Platform-specific pause ads on ITV
  
• Bespoke content partnership with hit podcast Parenting Hell, hosted by comedians Rob Beckett and Josh Widdicombe
  
• On-site recipe inspiration and unconventional pairing ideas
  

The digital audio spot crafted by Mark in Mutiny Studios is a standout moment, with the 3D surround sound experience expertly voiced by Olivier Award–winning actor Kobna Holdbrook-Smith. The spot features 15 distinct characters from 15 different locations - all performed by Kobna with charisma, nuance, and humour. It’s a bold sonic journey that mirrors the flavour-packed experience of Pilgrims Choice.

Creative team Clara Traynor (copywriter) and Mikey Ryan (art director)  explain, “Bite Into Bold proves food doesn’t have to be bland — it can energise the everyday. With a client eager to break cheese clichés, and the craft of Analog Digital and their set designers, we created work that refuses to fade into the background. Shooting everything in-camera was essential. True boldness must be built, lit, and captured for real.”

​Alex Lloyd, account director, adds, “Too rarely does a brief ask - and truly intend - to be ‘inspirational’. Ornua delivered just that. Together, we’ve crafted a campaign that not only showcases the bold taste of Pilgrims Choice, but redefines cheese as a catalyst for culinary adventure.”

Maciek Miloch, director and photographer highlights, “I loved crafting the visual narrative of transformation - from dull and flavourless to vibrant and dynamic. It was a joy to bring that vision to life.”

Following a successful soft launch over the summer, Bite Into Bold now rolls out in full across the UK - inviting everyone to ditch the dull and discover how good life tastes when you dare to do it your way.