Cathedral City cheese set for £10m relaunch

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

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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