Breakthrough creativity and innovation to create national, local and trade media interest
Pilgrims Choice were keen to raise awareness of the brand and ultimately win hearts and minds to drive sales of cheese. As major sponsors of the Royal Bath & West Show, the company had gained a reputation for its creativity and ground-breaking stunts at the event to get consumers thinking of Pilgrims Choice cheese in new and memorable ways.
In response, a simple idea was devised to capture national, local and trade media interest. A high profile creative moment for Pilgrims Choice was created by producing a visually stunning ‘Versacheese’ couture range. In partnership with students from the Fashion, Textile and 3D Design Course at Bath Spa University, Pilgrims Choice designed a range of stunning cheese-inspired dresses. They used packaging materials and items used in the cheese making process, as well as the company’s finest cheeses, to create fromage frocks for a Cheese Couture project. The dresses formed a catwalk show which took place during the four days of the event. A full PR and social amplification campaign ran to highlight the partnership and designs.
Cheese sales soared after securing mainstream national news from a photo stunt and the catwalk show gaining more than £4 million in blanket national print and broadcast coverage. Publicity appeared on in BBC Have I Got News For You, Radio 2 Breakfast Show, Breakfast Television, Countryfile, ITV West Weather Slot, BuzzFeed and other mainstream print and online media.