Cheddar brand Cathdedral City has is celebrating the feelings of joy that it inspires in cheese fans every day with a new creative and integrated brand platform.
Developed by creative agency Otherway, ‘City’ will be centred around a 20-second hero spot set to Guns n’ Roses’ iconic 1989 smash hit ‘Paradise City’.
Directed by Scott Peters and produced by Food Hall, the cheese brand’s campaign will be backed by a meaty £3 million spend and will run across TV, broadcaster video-on-demand, social media and point-of-sale.
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This campaign is the agency’s first for Cathedral City’s parent firm Saputo Dairy UK, after it secured the conglomerate’s account following a competitive pitch process earlier this year, taking over from previous agency Grey London.
An offshoot of Montreal-based Saputo Inc, the firm owns numerous big-name dairy brands on the UK market, including Cathedral City, Clover and Country Life.
“[Saputo] have an appetite to do things differently and change the way they support their brands for good,” Jono Holt, founder of Otherway, said at the time. “We are going to bring more entrepreneurial spirit to how their brands behave and leave more traditional ways of working behind.”
Alongside Cathedral City, Otherway will also be entrusted with developing brand and communications campaigns across the portfolio, including Clover and Country Life as well as Fry Light, Willow, Davistow, Sheese and Vitalite.
Otherway has previously launched creative and attention-grabbing campaigns for brands including Hayman’s, Strongbow and Deliveroo.
