Pilgrims Choice is backing its eponymous cheese brand with a £1m TV and press ad campaign. The Well worth the pilgrimage' ad will screen from the middle of December in Central and Meridian TV regions during peak times. Ads in retailer and women's magazines and Sunday supplements will run until January. The company has also added new Red Cheddar to its Vintage range and is bringing out a Choice Selection Pack for Christmas. {{P&P }}