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Pilgrims Choice

Making cheese choice a fashion statement

Pilgrims Choice were keen to raise awareness of the brand and ultimately win consumer hearts and minds to drive sales of cheese.

Putting our big creative hats on we devised a unique means of capturing national, local and trade media interest – the launch of the visually stunning ‘Versacheese’ couture range.

In partnership with students from the Fashion, Textile and 3D Design Course at Bath Spa University, we designed a range of stunning cheese-inspired dresses. Packaging materials and items used in the cheese making process, as well as the company’s finest cheeses, were used to create ‘fromage frocks’ for the Cheese Couture project. The dresses formed a catwalk show staged during the four days of the Royal Bath & West Show, with full social and PR amplification maximising buzz.


Cheese sales soared following widespread national print and broadcast coverage including BBC Breakfast, Countryfile, Have I Got News For You, Radio 2 Breakfast Show, ITV West Weather Slot, BuzzFeed.

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