Positive choice, positive awareness

Pilgrims Choice, owned by Ornua, is one of UKs top selling cheese brands. With an increasing global consumer concern around plastic usage in brands’ packaging, and the overall environmental effects of plastic use, Pilgrims Choice took a strong look at its own sustainability measures. Starting with a reduction in the amount of needless ‘waste’ plastic in their packaging, reducing it by 40%!

Fluid was asked to promote the environmental benefits of the reduced packaging, and to increase awareness of the Pilgrims Choice brand.

Project objectives

As well as driving retail sales through sampling positively tasty cheese, the ‘Positive Choice Roadshow’ took Pilgrim’s Choice on tour. A series of mass audience event days at stores and high-footfall high streets were held around the country, coupled with community engagement events in the form of ‘Litter Pick’ days in each city stop, drawing great associations with the positive environmental impact from the brand. This was amplified through social media support promoting the event days, encouraging participation and sharing across all media platforms with a dedicated hashtag: #positivechoice.