Blue Chip, the leading promotional marketing agency with offices in Manchester and London, has created a campaign partnership between cheese brand Pilgrims Choice and the UK’s best loved talent show Britain’s Got Talent. The show returns to ITV this weekend with judges Simon Cowell, Amanda Holden, Alesha Dixon and David Walliams.
Pilgrims Choice, which positions itself as Britain’s ‘Choosiest Cheese’ brand, is giving consumers the opportunity to vote for their favourite performer from those the judges don’t put through. Consumers will consider the entertainment value of the acts, however quirky or cheesy, and ‘Make The Pilgrims Choice’. Voting provides entry to prize draws with six pairs of tickets to the Britain’s Got Talent live semi-finals to be won.
Voting and consumer engagement will take place around a bespoke microsite designed by Blue Chip and the brand’s Facebook and Twitter social hubs, where announcements will be made about the winning Pilgrims Choice contestant and VIP ticket winners. A gallery will showcase the acts, while updates will be provided from the show.
Blue Chip account director Rachel McHale said; “This partnership with one of Britain’s best loved TV shows gives us a great opportunity to deliver strong stand-out and added value with every purchase. Brought to life on pack, we have created an exclusive money-can’t-buy offer to appeal directly to our core family audience. With our brand awareness and penetration already riding high, this on-pack offer can only drive sales even further in the right direction.”
The promotion, which will appear in-store from the moment the new series airs, runs across all Pilgrims Choice packs which include Mature Cheddar, Mature Lighter and Extra Mature Cheddar (350g and 310g).