The Challenge: When low fat cheese first arrived on the scene in the 1980s it tasted pretty bad. Pilgrims Choice had perfected the recipe with its new Lighter cheddar range but needed to tackle this old-fashioned view of cheese. Of course, when we heard 80s cheese, we thought of Sinitta. Wouldn’t you? Our audience analysis of Sun mums showed that they had a preconceived idea of low-fat cheese (‘horrible’, ‘bland’, ‘fake’, and so on). We needed to change this. Our emotional profile also showed that they wanted something warm, positive, and funny. If we could make them smile, half the battle was won.
Enter Sinitta. We developed ‘Things Change’, a highly targeted content-led campaign that took Sinitta’s classic 80s disco track ‘So Macho’, and placed it in the hands of British composer Tony Britten. We re-recorded the hit single with a 25-piece orchestra and Sinitta to make it more contemporary and exemplify how things can change for the better.
The team created three teaser videos to promote the re-recording of Sinitta’s classic. The video series was then published across News UK’s online and online platforms including TheSun.co.uk, Virgin Radio and via Unruly’s online distribution platform. This was accompanied by a mix of print and online content featured in titles such as Fabulous Magazine and editorial and branded content in The Sun’s daily showbiz column, Bizarre.
Virgin Radio also played a huge role in the campaign, with DJ Jamie East promoting the cheesy (but oh-so-tasteful) classics on-air and via Virgin Radio’s Twitter page. His popular segment ‘Still Got It’ seamlessly tied in messaging from the Pilgrims Cheese ‘Things Change’ campaign every Thursday.
The Results: Top line
38% INCREASE IN READERS saying that “Pilgrims Choice is different to other Cheeses”
138% UPLIFT in purchase intent among key audience segments
2m SALES of Pilgrims Choice cheese from weekly readers of the Sun and Virgin Radio listeners as a result of the campaign
1m VIEWS with 41% of viewers watching the entire video