British actor Postlethwaite, who most recently starred in climate change movie ‘The Age of Stupid’, will provide the voiceover in the new 60-second Cathedral City ad.
Created by Grey London, the campaign is the first for the brand since 2005. Titled ‘A Slice of Britain’, the advert gives a snapshot of modern British life, showing frequent cheese occasions and the role it plays in everyday life.
The new campaign will be supported by posters and radio advertising as well as an extensive direct marketing campaign encompassing activity in store, direct mail, press ads, a new website, social networking and PR.
There will also be a radio and on pack promotion towards the end of the year and into 2010. This follows the brand’s new look packaging in store from mid November.
Jackie Wilson, group brand manager for Cathedral City, says the ad is “designed to accelerate Cathedral City’s existing success and growth and help it cement its position as the leading branded cheese”.
The Cathedral City brand is currently worth more than £195m, according to TNS figures to October.
The decision to hire Postlethwaite follows Dairy Crest’s signing of former Sex Pistol John Lydon to promote Country Life butter.
Country Life will be back on TV in November too with a continuation of its Great British Butter campaign. This follows the success of the last burst of activity earlier in the year that saw Country Life over-take Arla’s Anchor in value share for the first time.
The November campaign is now underway and will be complemented by a radio campaign due to start in two weeks’ time.