Mcgarrybowen London is tapping into the nation's obsession with cheese with a new lighthearted campaign for Branston Pickle, 'Please the Cheese'.The campaign ad sees different pieces of cheese running out of the woods to gather around a giant jar, shouting, “Pickle me! Pickle me!” A large spoon filled with Branston Pickle sweeps over their heads while makings its decision, finally settling on an excited piece of cheddar.The cheese happily lies down on a cracker and gets covered in pickle, before being lifted magically in the air. The remaining pieces of cheese then freeze as they hear a loud crunch.It follows the success of Branston Pickle's fictional Briem Easter Egg, which was made from a Cheddar shell surround soft Brie and a Branston Pickle centre. Thousands of fans called on Branston to make the egg a reality.The 'Please the Cheese' campaign features a 30-second TV spot. It runs for four weeks, supported by digital and social activity, print ads, digital banners and event and in-store sampling – presented by characters dressed as Cheddar and Branston.CreditsExecutive Creative DirectorPaul JordanCreative DirectorsJane Briers and Dave CornmellCreative teamHolly Fallows and Charlotte WatmoughAccount DirectorBrooke Del GallegoAccount ManagerMiles WoodfordStrategy DirectorTom KeaneStrategistFreya BronwinAgency ProducerCharlotte DaleProduction AssistantAlexa RomanoffDirectorPsyopProduction CompanyStinkSound DesignWill Cohen @ String and TinsMedia planning/buyingUM Media