UK cheese-brand Cathedral City has unveiled a £5 million marketing campaign titled ‘Our Make it Better Cheddar’ in a bid to showcase the ways in which the cheese is made.
Centring around a 30-second TV spot, the campaign marks the beginning of the brand’s new marketing platform that will roll out across on-demand, YouTube and social media platforms throughout 2022-23.
The film sees a young boy and his dad embark on a journey to find out how Cathedral City cheese is made, while talking to a knowledgeable cow.
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The brand is currently the UK’s number one cheese brand and is worth £285m in total market. Some 44% of UK households have bought the cheese this year.
“We are firm believers that carefully crafted, good quality cheese is worth enjoying every day,” Saputo Dairy UK Cathedral City head of marketing, Neil Stewart, said.
“Through our new ‘Our Make it Better Cheddar’ campaign and TV ad, we want to showcase the skill and dedication involved in producing our much-loved cheddar and explain to our target audience that this expertise, commitment and passion together make delectably creamy and consistently great tasting cheese.”
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