Pilgrims Choice's Slogans & Taglines

Pilgrims Choice was founded in 1985 by David Hardisty as North Downs Dairy, evolving from a modest Somerset dairy operation into the United Kingdom's second-largest cheddar brand. Now owned by Ornua, the company crafts its cheese at a dedicated creamery in Wincanton, drawing on four decades of expertise to produce a portfolio that spans Mature, Extra Mature, and Vintage cheddar, alongside a lighter range with 30% less fat and boldly flavoured innovations such as Caramelised Onion, Hot Honey, and Smoky Paprika. The brand has built its reputation on hand-selecting cheese with robust, long-lasting flavour and distinctive calcium lactate crystals, appealing to consumers who refuse to compromise on taste. Its slogan journey reflects this growing confidence and refusal to settle for the ordinary: from the 2012 Karmarama campaign "Good choice Pilgrim," featuring a miniature cowboy who challenged mediocre cheddar choices, to the 2013 lighter-range declaration "Lighter and Damn proud of it," which shattered the myth that low-fat cheese must be bland, and finally culminating in the 2025 TBWA\Ireland rebrand "Bite Into Bold"—a rallying cry that invites consumers to reject predictable cheese and embrace flavour as a catalyst for culinary adventure.