UK firm North Downs Dairy is to kick off a multi-million pound campaign for cheddar brand Pilgrims Choice with a burst of TV ads starting today (25 February).
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The GBP3m (US$5.9m) campaign will include the return of the “Up to Scratch” advert first aired last autumn.
“The advert is a run-on from last years really,” a spokesperson for Pilgrims Choice told just-food. “Only this year the investment in the marketing campaign has been targetted towards more mainstream television.”
Running for two weeks, the national TV campaign reach will air during peak times.
Mike Davies, managing director of North Downs Dairy, said: “2008 will see the Pilgrims Choice brand realise its biggest support programme to date, and we believe the investment will see sales of Pilgrims Choice escalate.”
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By GlobalData
