joanna, yes this is possible.
You can either use VBA or ordinary conditional formatting.
It really depends on whether your pivot table stays the same size or not.
If it changes size then you might be better using VBA.
If it doesn't change size then do as follows.
Select the range that holds your pivot table.
On the Main Menu select Format>Conditional Formatting
In the first box leave it as "Cell value is".
In the second box select "equal to" from the drop down list.
In the third box, click on the box and then either double click cell B2 or type in the box =$b$2.
Click the "Format" button and click on "patterns", choose your colour and then click "OK".
Click "OK" again and it is done.