The UK’s leading brand, Cathedral City, has launched a new creative campaign – Makes It Better – backed by a £7m media investment.
The campaign puts a spotlight on familiar, well-loved dishes such as cheese on toast, jacket potatoes and pasta bakes, showing how Cathedral City enhances these meals with added flavour.
“Makes It Better is more than a campaign, it’s who Cathedral City is,” commented Abi Armson, Senior Brand Manager of Cathedral City.
“Cheese is a staple in so many homes, whether it’s melted on a toastie or stirred through pasta, it elevates familiar dishes. This campaign is a celebration of that and of Cathedral City’s role as a reassuring constant in making food more satisfying and enjoyable.”
The campaign debuted with 10 and 20-second TV spots and is now live across TV, video on demand, out-of-home and social media. It is expected to reach 97% of all adults aged 25-65 through its 21-week run period.
Saputo Dairy UK’s Cathedral City brand is now worth £318m, having grown in value by 4.7% over the past 12 months. It accounts for 7% of volume in the category and is bought by 43.8% of households, an increase of 0.7% year-on-year.
