The TV executions show a series of cheese-based recipes that are transformed from everyday dishes into irresistible meals, and push home the brand's association with choice by using word play such as "choice on toast" and "cauliflower choice".
The campaign was created by M&C Saatchi below-the-line agency Lida and is supported by national retail press, door-drops and regional sampling activity.
Lisa Thomas, chief executive of Lida, said the campaign brings to life a product that is commonly seen as low interest in a brutally simple yet compelling way.
Mike Davies, managing director of North Downs Dairy, which owns Pilgrims Choice, said: "In developing the 'choice' campaign, Lida has addressed our key marketing objective of building on the fantastic 76% volume growth of last year. Only 12 tons separated us from the market leader Cathedral City in 2004."
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