Ornua UK-owned cheddar brand Pilgrims Choice markets its cheese as “the cheese of your dreams” in a new TV ad, that blends live performance, puppetry and CGI to recreate a person’s real dream.

The spot, created by Above+Beyond and part of a new integrated campaign, features a woman who tells the dream she had. While sitting on a bench, in the forest, she finds her arms growing incredibly long until they are able to reach through the sky to a restaurant that is among the clouds. She grabs the restaurant and puts on her head, having thus the possibility to see what’s inside, namely a tiny pub, where a pirate whose beard is made from socks sits before a very cheesy feast, including a cheeseburger and cheese on toast that are both able to walk around.

“I couldn’t stop my arms from going up to him,” Charlie says, admitting she’s embarrassing. She is then seen helping the food escape from the pirate’s plates and the Pilgrims Choice Extra Mature Cheddar “landing” on the table.

“Pilgrims Choice is so full of flavor it’s the cheese of your dreams,” the voiceover says at the end of the advert.

The campaign also includes print, in-store promotions, out-of-home and social media. Consumers are invited to share their own cheese-fueled dreams on social networks for a chance to see them turned into animated gifs.