Dairy Crest is launching a £7m integrated campaign to promote its Cathedral City cheese brand and support its position as the “best brand for cheese on toast”.†
The campaign, created by Haygarth, will use the strapline: “The Big Cheese Tease” and will support the brand’s “See it, Want it ” TV campaign. It will launched this week and will run throughout the year.†
The advertising push will cover experiential, digital and direct mail, and will include the launch of its first consumer website. The site will show a typical British street called Cheddar Gardens and feature the characters from the TV ads.†
The experiential activity will concentrate on the new Cathedral City Lighter variant, and a “cheese on toast” van will visit supermarkets across the country and offer consumers free cheese samples and coupons.†
Dairy Crest says the cheese brand is valued at £143m and is growing at a rate of 27% year-on-year (TNS July 2007).