Cheese brand Pilgrims Choice is aiming to “disrupt the Cheddar category” with the introduction of new pack designs and packaging formats. The new look, which is being phased in across the entire Pilgrims Choice range during May and June, is claimed to stand out on shelf and elevate the brand.
The refreshed on-pack branding retains its signature black background and logo while using a vibrant and distinctive colour palette. Hand-drawn cheese illustrations and more adventurous on-pack product descriptors give the new packs a more modern, premium look.
The new brand design is further complemented by the introduction of a new block format, featuring a more user-friendly 90 x 140mm cut face. The new block packaging features the use of the latest 42 micron film to deliver a 15% reduction in plastic compared to the existing Pilgrims Choice packaging.
According to research undertaken by the brand’s owner, Ornua Foods UK, the new-look packs make it easier for consumers to shop and differentiate the range from other options within the category. The findings also suggest that consumers see the new pack design and format as being ‘For Me’ and ‘Worth Paying More For’, all of which is expected to increase their purchase intent.
Nicola Blackmore-Squires, Ornua Foods UK Marketing Director, commented: “The introduction of our new distinctive and disruptive branding and packaging formats has been informed by a major Category and Consumer Insights project to ensure we understand the role we play for our retailer partners and consumers as we continue to grow the brand. The new packs are made for standout on shelf and are set to transform the cheese fixture by creating greater excitement and visual stimulation.
“Our new-look packs are in line with our brand mission of inspiring shoppers to go beyond the norm and use cheese in new and different ways – because life tastes good when you do it your way. The new packs will move the brand away from the conventional to help consumers explore, experiment and discover that there is nothing more freeing and enlivening than daring to live a life full of flavour.”
The introduction of the new look Pilgrims Choice packs and brand identity will be supported from September by a 360-degree above and below the line marketing campaign. The brand’s new visual look and positioning will be utilised across a range of channels, including high-impact advertising, social media ‘takeovers’, and shopper activations.
