Pilgrims Choice has teamed up with Simon Cowell’s production company Syco for an on-pack promotion to win tickets to the semi-finals of Britain’s Got Talent. The promotion will run while the show is on air, from 12 April to 7 June. The Cheddar brand will also be encouraging consumers to vote online for the ‘Pilgrims Choice Act’, picking their favourite from those Britain’s Got Talent contestants who did not get through the first round of auditions.