When Adams Foods approached ZEAL and asked how to show the nation that their Pilgrim’s Choice Cheddar was the taste most people preferred, our creative solution was a social media taste test with real world bite.
The Pilgrim’s Choice ‘Ditch & Switch’ Roadshow invites known cheddar buyers across the UK to ‘Boycott The Bland’ in the nation’s biggest ever ‘Cheese Amnesty’. At the outset targeted Facebook users are invited to bring their usual branded cheddar back to store for an instant upgrade to TWO packs of delicious Pilgrim’s Choice.
These live ‘Ditch & Switch’ amnesties are targeted at 48 key Tesco stores for 10 weeks from June – August 2016. At the events themselves, as well as running the swap outs, our ‘Ditch & Switch’ crew hit shoppers with Pilgrim’s Choice samples and coupons as they enter the store. All efforts are firmly focused on showcasing the superior taste of the brand versus the other options available.
The crew also make sure that the activity continues to have social media outreach by providing ‘cheesy’ props for brand fans to pose with for the chance to Win Tesco Shopping Vouchers. The activity is live now until the end of August.
Group Account Director, Rachel McHale, explains the strategy behind the campaign:
“Taste tests indicate that Pilgrim’s Choice Cheddar performs very well head-to-head with competitor brands, our job was simply to hit the road and prove it. By creating an edgy social media campaign, with a live in-store element, our intention is to disrupt the usual purchase habits in play. Ultimately we want to challenge buyers of the brand leader to consider a better tasting alternative. The additional element of ‘cheesy’ props helps our crew create a cost effective in-store theatre so they can focus 100% on delivering samples to shoppers as they hit the store.”