The through-the-line marketing campaign, with over £4m investment, carries the tag-line ‘Love Cheese, Welcome to the Club’. It is part of a full brand re-launch, which has seen the group already roll out a new packaging design across the full Cathedral City portfolio.
The fully integrated campaign has launched with TV ads (on screens, pre-roll and VOD) that feature some of the nation’s most notable cheese consumption habits.
Partnering with food psychologist, Dr Christy Fergusson, to analyse the personality traits of cheese lovers, Cathedral City has also developed an innovative Facebook app which will allow consumers to discover how deep their love of cheese runs. The campaign will also be carried across shopper media in the major multiple grocers from June, and supported by PR activity (online and in press) and a refreshed website.
Cathedral City is currently worth over £275m and bought by 57% of UK households. It is bigger than all other branded cheeses combined.