Dairy Crest in £10m Cathedral City relaunch

Dairy Crest is investing £10m in the relaunch of its cheese brand, Cathedral City, supported by new packaging and a marketing campaign.

It will start rolling out the packs in stores at the beginning of November, with a new master pack design focusing on its burgundy colouring.

The TV campaign will launch with the new strapline “The Nation’s Favourite” which features on its packaging but has not previously been heavily pushed in its advertising.

Cathedral Cheese group brand manager Jackie Wilson, says it will differ from its “See it, want it” campaign which it launched in 2005, to focus more on driving sales for the brand, rather than a “generic” messaging about the wider cheese category.

The TV ad will be supported by posters, with an initial launch investment of £1.9m. Wilson says the marketing spend is significantly higher than in recent years.

Activity will continue into 2010 and also include radio, in-store, on-pack promotions, direct mail, press, a new website, social media and PR.

Wilson says it will use the on-pack promotion to build up a database of its customers to drive further growth for the brand.

Advertising is being handled by Grey with Iris overseeing below-the-line work. UM is handling media planning and buying.

According to Dairy Crest, Cathedral City was worth £16m in 1996. Today it is worth £192.3m. It leads the category against Pilgrims Choice, Seriously Strong Cheddar and Wyke Farms, which collectively Dairy Crest claims is worth £186.5m.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here