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Pilgrims Choice ‘Britain’s Got Talent’ on-pack partnership

Friday April 11, 2014 at 1:53pm
Cheese brand Pilgrims Choice has linked up with the UK’s most popular talent show, Britain’s Got Talent, to give consumers the opportunity to vote for their favourite performer from those the judges do not put through Consumers will consider the entertainment value of the acts, however quirky or cheesy, and ‘Make The Pilgrims Choice’. Anyone who votes will then be entered into prize draws with six pairs of tickets to the Britain’s Got Talent live semi-finals to be won. Britain’s Got Talent returns to ITV this weekend (April 12th/13th 2014) with judges Simon Cowell, Amanda Holden, Alesha Dixon and David Walliams. The partnership was created by promotional marketing agency Blue Chip. 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. 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). Blue Chip works for a number of major clients including Kellogg’s, O2 and McCain.
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