Pilgrim's Choice is to launch a campaign to rename and redefine the traditional

ploughman's lunch. The branded Cheddar specialist will next week launch its campaign to promote the 'Plough-on Lunch' using Pilgrim's Choice Extra Mature Cheddar.

The campaign will include a consumer/trade PR push, as well as regional radio and competitions. "Pilgrims Choice has reinvented the ploughman's to show how consumers can eat cheese regularly in line with lifestyle needs as well as nutritional guidelines," said North Downs Dairy MD Mike Davies.