Bite Into Bold
A BRAND EXPERIENCE
Bringing adventurous cheese pairings to Bristol!
The Challenge
Pilgrims Choice wanted to inspire consumers to “Bite into Bold,” encouraging them to break free from everyday food routines and embrace unexpected flavour pairings. Our challenge was to bring this to life in a show-stopping, bold and adventurous way through experiential marketing designed to grab attention and spark curiosity. The goal was to show that cheese can go far beyond the ordinary, driving trial and building long-lasting brand affinity. The campaign targeted adventurous individuals seeking inspiration in their food choices but who often default to routine.
”Wow interesting combination! I’d never think of cheese and chocolate! I love the honey and mustard sauce too
New Pilgrim's Choice Cheese Fan
The Execution
At Millennium Square in Bristol we created a standout Pilgrims Choice branded purple furry billboard that brought the “Bite into Bold” message to life, serving as both an eye-catching installation and an interactive sampling experience.
Guided by an energetic team of brand ambassadors, consumers pulled a lever on the billboard to trigger a pop-out hatch revealing Pilgrims Choice cheese paired with 4 bold flavours, from kimchi to pistachio and chocolate. As they tasted, participants were immersed in bold brand messaging, invited to rate their samples and encouraged to discover more online and in-store.
Over 3 days, the activation reached a diverse audience from nearby professionals and curious couples to families with children and tourist groups ensuring the brand connected with consumers across multiple contexts, from weekday commuters to weekend explorers.
We turned a furry purple billboard into a theatrical sampling experience. At its centre sat an oversized, black lever – invitingly playful and impossible to ignore. When pulled, it set off a satisfying clunk before a hidden hatch popped open to reveal bold cheese pairings like kimchi, jalapeño, honey & mustard and even chocolate.
The Outcome
Alongside a PR day with What Willy Cooks shaking up Bristol’s snacking habits, the activation handed out over 2,000 samples in three days – testing tastebuds, pushing comfort zones and proving the city really did Bite into Bold
The bold pairings sparked excitement and conversation, with “yes” bins filling fast each day. The lever-pull mechanic and unexpected flavour twists kept audiences coming back for more, while the energy of the brand ambassadors cemented Pilgrims Choice as the cheese brand that refuses to play it safe.
4
Different Flavour Combos
2,277
Samples in 3 Days
