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Tungsten Media returns for second cheesy campaign for Pilgrims Choice

Pilgrim's Choice X Tungsten Media

Tungsten Media, a video production company based in Leeds, has completed of a second round of ads for popular cheese brand Pilgrims Choice.

Following the success of last year’s ‘Taste Matters’ campaign, this new drive seeks to capture true-to-life ‘me moments’ of guilty pleasure associated with Pilgrims Choice cheese.

Pilgrims Choice, one of the UK’s favourite cheddars, sought to emphasise the delectable taste and versatility of their cheese to appeal to avid foodies amid shifting market dynamics and consumer behaviour. Together with Above&Beyond and Pilgrim’s Choice owner Oruna Foods, Tungsten Media developed an innovative concept that encapsulated the brand’s unique flavours. The creative team once again collaborated with TVC director Simon Neal to bring the vision to life.

The full production process was undertaken by Tungsten, from production planning, casting, shooting, post and delivery of the three new idents. The deliverables for this successful campaign included three 10-15 second TV commercials. Additionally, a selection of high-quality stills, meticulously curated by Eat&Breathe, will be utilized in retail and print materials across the UK, further showcasing the brand’s mouth-watering offerings.

An entire downstairs of a townhouse was constructed, showcasing comedic Pilgrims Choice cheese moments in two relatable yet modern kitchen and living room sets. The shoot, spanning two days, was held at Tungsten Media’s brand-new 4,000 sq ft studio in Leeds.

The previous year’s successful campaign effectively underscored the significance of taste in consumers’ decisions when choosing their go-to cheese brand, while the latest campaign further expands its reach to a wider audience of food enthusiasts, successfully reinforcing Pilgrims Choice’s reputation for exceptional taste and building a strong sense of brand loyalty.

The team at Tungsten Media says it is proud to have played a pivotal role in bringing national TV campaigns to Leeds, continuing to demonstrate its expertise in creative video production and storytelling.

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