Pilgrims Choice: The Cheese of your dreams

To promote Pilgrims Choice cheese, we took inspiration from recent research that shows that amino acids found in cheese can affect REM sleep and cause vivid dreams. We tested this theory by giving cheese-loving Brits a particularly strong cheddar and found that it did indeed result in more vivid dreams.

We then turned these real-life cheese-inspired dreams into an attention-grabbing TV ad, featuring a call center worker from Scotland named Charlie, who has a dream involving a pirate, a restaurant in the sky, and a cheeseburger with legs. The ad was a blend of live performance, puppetry, and CGI to create a surreal visual experience. We also used social media, shopper marketing, and out-of-home advertising to encourage consumers to share their own #cheesedreams.

The case study…

The shorts

The making of

Quick response #CheeseDreams