Grey London is launching a &£5m television campaign for the Dairy Crest-owned Cathedral City cheese brand. The 30-second TV ad breaks on June 6. The campaign will continue to use the strapline “Cathedral City on toast. You see it, you want it. The nation’s favourite.”
The brief for the campaign is to raise the profile of the brand. The category has suffered as consumers increasingly buy unbranded cheddar. According to Dairy Crest, more than 90 per cent of cheddar sales are supermarkets’ own-label brands.
Cathedral City is also planning to target the lunchtime market with the launch of an adult snack product, which will contain three Dairy Crest food brands. The packs will contain four Jacob’s Cream Crackers, Branston Pickle and four slices of Cathedral City cheese.
Media planning and buying is handled by John Ayling Associates.