Tungsten Media has just launched Pilgrims Choice’s new £2m multi-channel ‘Taste Matters’ campaign, hitting TV screens in July and racking up millions of views on YouTube.
The Leeds-based creative production company worked alongside alongside London agency, The Beyond Collective to produce five, distinctive comedy TV ads, which aired on the Food Network and Discovery+’s food programming, alongside a plethora of stills to be used in retail and print across the U.K.
One of the UK’s favourite cheddars, Pilgrims Choice was looking to “use their witty and down-to-earth brand character to emphasise the irresistible taste of their cheese and appeal to avid foodies in response to shifting market dynamics and consumer behaviour.”
Capturing pleasure-focused ‘me moments’ with quirky execution, the creative team and their seasoned TVC director Simon Neal (McDonald’s, Burger King) sought to harnessed the brand’s personality and show us that “taste matters.”
Tungsten oversaw the pre-production, put together a 40-strong crew to shoot the ads in Roundhay, Leeds, and went on to complete the post-production in-house from their own studio.
Director of Photography and Tungsten Media co-founder Andrew Beniston said: ”Shooting both video and stills within four days was definitely a challenge but we couldn’t be happier with the results.”
Fellow co-founder and producer Simon Sturgeon added: “This production was our biggest yet, and just shows how we continue to go from strength to strength. We’re so proud to be bringing national TV campaigns to Leeds.”
Tungsten is now looking forward to do more of the same as it gears up for a busy September.
