The UK cheese aisle is getting a wake-up call — and it’s coming from Pilgrims Choice. In partnership with TBWA\Ireland, the brand has launched Bite Into Bold, a daring new platform that challenges consumers to break free from the ordinary and rediscover the power of flavor.
More than just a tagline, Bite Into Bold is a call to action, inviting cheese lovers to swap blandness for personality and punch. The campaign dramatizes this transformation through a mix of creative executions, including a 20-second CTV spot, vibrant OOH builds, and immersive audio experiences — all designed to show how Pilgrims Choice cheese can turn a dull moment into a delicious one.
“Why settle for ordinary when bold is right there?” said Nicola Blackmore-Squires, Marketing Director at Ornua UK. “This is cheese with attitude — made to spark curiosity, confidence, and bigger tastes every day.”
The campaign rollout spans multiple touchpoints: a striking OOH installation paired with a tasting event hosted by UK food influencer WhatWillyCooks, a 3D surround sound experience on Spotify voiced by Olivier Award–winner Kobna Holdbrook-Smith, and bespoke content partnerships such as the hit podcast Parenting Hell. On ITV, viewers will encounter pause ads designed to disrupt the everyday and inspire culinary curiosity.
Creative duo Clara Traynor and Mikey Ryan emphasized the authenticity of the work, noting that everything was shot in-camera to keep the visual storytelling raw and real. “True boldness must be built, lit, and captured for real,” they said.
Director and photographer Maciek Miloch described the process as “a joy,” highlighting how the campaign visually traces the journey from dull and flavorless to bright and dynamic.
Following a successful soft launch this summer, Bite Into Bold is now live across the UK, encouraging consumers to ditch the dull and experience how bold cheese can transform not only meals, but moments.
