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 ads will launch with a new strapline – “The Nation’s Favourite” – which features on 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 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 on-pack promotions, radio and press ads, instore, direct mail, social media and PR activity, plus a new website.
Wilson says it will use the onpack promotion to build a database of its customers to drive further growth for the brand.
Advertising is being handled by Grey with Iris overseeing belowthe- line work. UM is handling media planning and buying.
According to Dairy Crest, Cathedral City was worth £16m in 1996. Today it is now worth £192.3m and leads the category against Pilgrims Choice, Seriously Strong Cheddar and Wyke Farms, which collectively Dairy Crest claims is worth £186.5m.