News UK’s Bridge Studio and Pilgrims Choice make cheese even better – with help from 80s pop icon Sinitta and a 25-piece orchestra

News UK’s branded content division Bridge Studio has teamed up with Sinitta to celebrate the delicious flavour of Pilgrims Choice’s new Lighter Mature Cheese range. Bridge Studio has rerecorded ‘So Macho’ with the 80s star and a 25-piece orchestra to prove that lighter cheese can still be very tasteful.

Watch the video, here.

Bridge Studio created the Things Change campaign in partnership with Pilgrims Choice’s agency, Rocket in conjunction with PHD Partnerships, to help change people’s taste perceptions around lower-fat cheese. It features on Virgin Radio, The Sun on Snapchat Discover, thesun.co.uk and will also air across Unruly’s video distribution platform and other social channels.

The Pilgrims Choice-branded campaign includes a big reveal of the newly-revived 80s hit featuring Sinitta’s performance with composer and conductor Tony Britten, behind-the-scenes extras, and more.

Virgin Radio will play a key role – with DJ Jamie East promoting cheesy (but oh-so tasteful) classics on-air and via Virgin Radio’s Twitter page, and his popular segment ‘Still Got It’ will seamlessly tie in messaging from the Pilgrims Cheese Things Change campaign every Thursday. The campaign will also feature in The Sun’s daily showbiz column Bizarre and weekly Fabulous magazine.

This is one of the first times a content campaign will weave News UK’s audiences together across The Sun’s print, digital and social channels with the Unruly network and Wireless Radio audiences since the company acquired Wireless Radio late last year.

Zoe Lawrie at Pilgrims Choice, explained:

Rocket and The Bridge Studio came up with a campaign that was bold, fun and entertaining, which is a perfect match for Pilgrims Choice. We’re incredibly excited to have Sinitta on board to prove that, like lighter cheese, things really can change for the better.”

Mark Field, Director of Bridge Studio, commented:

For content campaigns to succeed we need to tap into key emotions that engage our audiences. For Things Change we’ve created a nostalgic, cheeky, feel-good campaign that epitomises The Sun brand and – supported by its print, digital and social channels as well as the power of Unruly and Virgin Radio – provides a great platform to deliver against Pilgrims Cheese’s objectives of driving engagement at scale and encouraging trial. It’s also a fitting example of how News UK is coming together as a group to develop integrated, creative campaigns that help advertisers connect with our audiences on every channel.”