Pilgrims Choice

Pilgrims Choice, owned by Ornua, is one of UKs top selling cheese brands. Fluid was asked to promote the environmental benefits of the reduced packaging, raise brand awareness and encourage consumers to participate in community litter picking.


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


An opportunity to further support the launch of Pilgrims Choice’s newly reduced plastic packaging, in order to promote an understanding around the environmental benefits whilst also overcoming a misconception of a smaller sized block of cheese.  A chance to also raise brand awareness & increase brand recognition whilst driving retail sales in store through sampling positively tasty cheese.


Introducing the ‘Positive Choice’ Roadshow: a series of mass audience event days (both at stores and high footfall high streets), coupled with community engagement events in the form of ‘Litter Pick’ days in each city that the roadshow toured.  This was amplified through social media support promoting the event days, encouraging participation and sharing across all media platforms with a dedicated hashtag: #positivechoice

Client: Pilgrims Choice