George Egg has signed a deal to front a new marketing campaign for Pilgrims Choice.

The partnership, which launches at the end of the month, will see ‘culinary anarchist’ Egg front a campaign called Bite Into Bold.

It launch with the release of a ‘flavour first aid kit’ containing spices, sprays and sauces designed to help people transform everyday meals.

Egg, who won the 2024 Fortnum & Mason content creator of the year award, has built a following for his unconventional cooking methods such as using irons and  trouser presses to prepare meals in hotel rooms and his Snack Hacker series zhuzhing up fast food.

‘I’ve spent years cooking in hotel rooms with irons and trouser presses, proving that you don’t need a fancy kitchen to make great food – you just need a bit of imagination,’ said Egg. ‘Pilgrims Choice gets that. They aren’t interested in being polite and predictable; they want to punch up the flavour.’

The comedian has previously  created his own seasoning blend, while his cooking videos have generated tens of millions of views online.

Sarah Burrow, marketing controller at Pilgrims Choice, said the brand wanted to ‘dare dairy to be different’, telling Retail Times: ‘’We want to be the boldest block on the block and as such our partnership with George Egg, the culinary anarchist and original snack hacker, is a perfect fit,’ she said.

The campaign will include advertising and promotional activity throughout the year,