Pilgrims Choice is rolling out a provenance logo across packs to reinforce the West Country origin of its farmhouse cheese, backed with a multimillion-pound ad spend this month.

The TV campaign, breaking this week on ITV, features a Pilgrims Choice grader searching for the ripest tomato and freshest bread to make the perfect cheese sandwich. It is the second instalment of its Up to Scratch creative, which first aired in the summer.

It will be backed by consumer press ads and inserts in supermarket in-store magazines. The campaign marks the final initiative in a year where the North Downs Dairy-owned brand has benefited from its biggest support programme, including ads, sampling, new packaging and new product development.

"Spontaneous awareness of Pilgrims Choice has increased by 71% post-advertising, giving it the highest awareness figure ever," said Mike Davies, MD of North Downs Dairy. The new logo is intended to better communicate that its farmhouse cheese has been produced in the West Country.