Pilgrims Choice & The Baby Cheesus
Insight
Christmas is a noisy category, and cheese is often an afterthought on holiday shopping lists. Pilgrims Choice wanted to be the go-to cheddar for festive meals, but needed a bold idea to grab attention and cut through seasonal clutter.
Idea
We created the world’s cheesiest Nativity scene, entirely from Pilgrims Choice cheddar. A jaw dropping, FMD worthy stunt that turned festive tradition into a playful, shareable moment celebrating “Baby Cheesus” and making Pilgrims Choice the star of holiday tables.
Impact
291.9m
PR Reach
180k
Social Reach
20+
Media hits
