Pilgrims Choice picks WFCA for 2m account

Pilgrims Choice, the cheese brand owned by North Downs Dairy Company, has appointed WFCA to handle its £2m advertising account.

The Kent-based agency won the account following a three-way pitch against incumbent Lida, the below-the-line agency owned by M&C Saatchi, and an undisclosed agency. Lida had held the account since September 2003.

Pilgrims Choice is the second-biggest cheddar brand in the UK, behind Cathedral City, and is worth £53m (TNS). Its sub-brands include Mature, Extra Mature, Strong Farmhouse, Reserve Farmhouse, as well as Sliced, Grated and Snack Packs.

The market has traditionally been dominated by promotional marketing, but Pilgrims Choice intends to make a return to television advertising, as well as rolling out press campaigns. Its last TV work appeared in spring 2005 and was backed by press ads, door-drops and regional sampling.

Last December, it also ran a door-drop initiative through Link Direct, sending out more than 1 million leaflets in areas near Tesco, Asda, Somerfield, Morrisons, Waitrose and Sainsbury’s outlets.

The brand also has stands at consumer events such as the BBC Good Food Show and The Great Yorkshire Show, with samples and recipe leaflets handed out to visitors.

WFCA chief executive Michael Richards adds: “The brand wants to challenge the generic nature of the market.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here