Campaign Spotlight: Above+Beyond and Yonder Create the Cheesiest of Dreams for Pilgrims Choice with “Conor’s Pitta Dream” By Red Knuckles


LONDON – Cheese enthusiasts will see their dreams turned into advertising once again for the second phase of “The Cheese of your Dreams”, an integrated campaign for Pilgrims Choice, created by The Beyond Collective agencies, Above+Beyond and Yonder.

Building on the campaign debut in 2018, this year’s activity is set to reinforce Pilgrims Choice’s brand mission to ‘fill life with flavour’ with a new focus on recipe inspiration.

The £2.5 million campaign includes three 10-second TV spots titled, “Dishes of your Dreams”, which blend live performance, puppetry and CGI to recreate three consumers’ dreams, and will run online and on TV until the end of October. The films were co-directed by Rick & Mario and Adeena Grubb through Red Knuckles.

Each of the three films, starting with “Conor’s Pitta Dream” which goes live on 5th August, bring to life the real flavour-packed dreams of Pilgrims Choice lovers. Showcasing the range of Pilgrims Choice products through delicious cheese-filled recipes, each execution will see a bite of one of these dishes transport the eater into a dreamworld full of fantastical and flavoursome cheese-related characters and dreamscapes.

The television campaign is backed by a programme of recipe-related content, as Pilgrims Choice partners with influencers and publisher Tastemade to inspire foodies to invent their own Pilgrims Choice recipes. These will be turned into hands-on recipe videos and amplified across social media. In a new step for Tastemade, the video for the final recipe will be completely user-generated.

To give users the full 360° experience, connected shoppable content platform Whisk is working with Pilgrims Choice to let people purchase recipe ingredients instantly via social.

The activity follows last year’s debut ‘The Cheese of your Dreams’ campaign, also created by Above+Beyond.

Michael Harper, Marketing Director at Ornua Foods UK, said: “We’re delighted to be going live with the next iteration of ‘The Cheese Of Your Dreams’. The first campaign brought much needed excitement to the category and delivered dreamy results for us, and we’re excited to build on its success with an even greater focus on flavour and individual recipes. As a challenger brand we have always aimed to cut through the category with innovative marketing activity, and the joined-up thinking of Above+Beyond and Yonder has led to some really disruptive ideas which enable us to do just that.”

David Billing, Chief Creative Officer at Above+Beyond, said: “Turning real people’s cheddar-addled dreams into advertising is, coincidentally, the sort of stuff creatives dream about. Following on from the success of last year’s Cheese Dreams campaign, we’ve turned some more ramblings from Britain’s night-time imaginations into super flavoursome mini movies.”



Client: Ornua Foods UK
Agency: Above+Beyond
Production co: Red Knuckles
Directors: Rick & Mario and Adeena Grubb

Producer: Kate Myers, Jordan Stokes

Production Managers: Lucy Caetano and Mercedes Vidal Breard

Head of Production: Pedro Lino

Media: Yonder


About Pilgrims Choice

Pilgrims Choice, part of Ornua Foods, is the second largest ranking cheddar brand in the UK, bigger than the 3rd, 4th, 5th, 6th & 7th brands combined (Source Kantar May 2019) and worth £79.3 million. Pilgrims Choice has always set out to bring fun and disruption to the category. Pilgrims Choice is listed by leading retailers including Tesco, Sainsbury’s, Asda and Morrisons.

About Above+Beyond

Above+Beyond is the creative agency for the audience age, bringing together diverse talents from the worlds of film, music, PR, media, production, branding and advertising, to help clients create enduring cultural connections between their brands and their audiences. The agency began life in September 2012 and this year was listed at #41 in Campaign’s Top 100 Agencies.

Above+Beyond is part of independent creative group, The Beyond Collective, a micro-network of specialist companies unified around the common goal of helping clients grow their brands in the age of the audience.

About Yonder Media

Yonder Media is a full-service media planning and buying agency, and part of independent creative group The Beyond Collective. Billed as the independent media agency for the Audience Age, Yonder launched in early 2018 and is led by Ed Cox, the former Managing Director of Havas agency, Forward. Yonder aims to bring audience-first strategies and creativity to the heart of media thinking.

About Red Knuckles

Red Knuckles is an animation studio specializing in beautifully crafted 2D/3D characters and environments. The studio is headed by Rick Thiele and Mario Ucci. They’ve won multiple awards as art directors, notably for BBC Olympics and the Gorillaz Music Videos, by re-defining the 3D aesthetics, incorporating a painterly and crafty quality to all of their films. Their film ‘Dark Noir’ won Gold at the ADC and is celebrated as a unique piece within the animation industry. Their film for ‘Project Literacy’ has also won a Gold Lion and the Grand Prix in Cannes. The studio is very excited to be working with up and coming director Adeena Grubb.


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