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.