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Karmarama has created the first national through-the-line campaign for Pilgrims Choice, the cheddar brand owned by Adams Foods.

The multimillion-pound relaunch of ?the brand comprises two TV commercials, press, new packaging and digital work that ?includes the Good Sandwich Pilgrim app.

The TV campaign runs with the new endline "Good choice Pilgrim" and features a miniature cowboy who questions the choice of mediocre cheddar, explaining the superior quality of Pilgrims Choice.

The campaign was created by Clement Woodward and Richard Connell, and directed by Jeff Lowe through Biscuit Filmworks. Post-production was by The Mill.

The Good Sandwich Pilgrim App, with over a hundred sandwich recipes, is available to download now from the App Store and was produced by The App Business. Download it .