Pilgrims Choice head cheese taster Graham will once again feature in ads for the cheesemaker when he fronts a £3m campaign highlighting the Cheddar brand's move into resealable packs. Activity for 2009 will include ads in trade and consumer press featuring the strapline 'Worth more than the price suggests'. Sales of Pilgrims Choice rocketed 62% to £46.2m in the year to 4 October 2008 [Nielsen].