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Funky Fresh Pilgrims Choice Campaign Lets You 'Choose the Choon', 2 years, 4 months ago

Karmarama lets viewers choose the track for latest spot shot by Sonny London's Guy Manwaring

Funky Fresh Pilgrims Choice Campaign Lets You 'Choose the Choon'

Pilgrims Choice is launching a groundbreaking new TV ad that will use a soundtrack specially chosen for it by the British public.

The new Pilgrims Choice ‘Choose a Choon’ campaign, created by Karmarama, invites viewers to choose from eight different tracks for the TV ad.

The ad shows workers in a fictional Pilgrims Choice factory doing some eye-catching dance moves to celebrate yet another discerning shopper choosing to buy a pack of Pilgrims Choice cheese. 

Through an online and mobile campaign, viewers are invited to vote for their favourite track for the ad by visiting a dedicated website and making their track selection from eight different choices – metal, house, French, jazz, pan pipes, didgeridoo, whale song or absolutely no music at all.

The viewers who select the winning track could win a year’s supply of Pilgrims Choice cheese. The winner will be selected at random in the final week of the campaign.

The ad, which launches on Monday, June 1st, will run initially with the brand’s chosen track. Then, on week five of the campaign, the music will be replaced by the public’s most popular choice of ‘choon’ with a special edition 30 and 40-second version of the ad.

This is Pilgrims Choice’s first TV launch for over two years and the first time the brand is running online activity to support TV. The campaign is going against traditional advertising and channels for the category in order to give consumers more reasons to choose Pilgrims Choice.

The brand has also launched ‘Ask a Cheese Expert’ on social channels, where viewers are invited to ask Pilgrims’ real life cheese experts, Richard and David, anything they like about cheese, or life itself. Running on Facebook, YouTube and Twitter, the campaign has already racked up over 300,000 views.

Pilgrims Choice will also launch its own online gameshow later in 2015.

Mike Harper, Director of Marketing, Adams Foods said: “At Adams Foods we pride ourselves on being the category’s true challenger. It’s why we worked with Karmarama to move to a new model of activity, which runs across multiple touchpoints, From TV through to social content, Karmarama have created a campaign that stands out from our competitors, excites our all retailers and most importantly, will resonate with our consumers.”

Sam Walker, Executive Creative Director at Karmarama added: “We’ve tried to create a campaign that goes against all of the conventions of twee cheese advertising.”


Advertiser: Pilgrims Choice

Creative Agency

Account Director: George Barton

Creative: Rich Connell and Clem Woodward

Creative Agency: Karmarama

Executive Creative Director: Sam Walker and Joe De Souza

Planner: Will Hodge

Producer: Lindsay Hughes

Music and Sound

Music Production: The Sync Agency

Sound Design: Jon Clarke and Phill Bolland at Factory


Editor: Mark Edinoff @ Work Post

Post Production / VFX

Colourist: Paul Harrison

Post Production House: Finish

Producer: Vittorio Giannini

Visual Effects: Judy Roberts & Jason Watts

Production Company

AD: David Jancar

Director: Guy Manwaring

DOP: Stephen Keith-Roach

Producer: Amy Appleton

Production Company: Sonny London

Production Designer: Henry Boraros

Production Manager: Sarah Graley

Category: Dairy , Food

Genre: Comedy