How we sculpted a lump of cheddar into an unforgettable nativity scene to hijack seasonal headlines for Pilgrims Choice

Make it happen   Generate a splash for Pilgrims Choice Cheddar in the pre-Christmas sales period

What we did   Worked with a food artist to carve the Nativity scene from Cheddar cheese, then photographed & videoed it and launched the display via press and social media

Screen time   21 national media hits inc 3 national newspapers, ITV news, online news sites and BBC radio, 291m reach, 32k video views