Cathedral City is kicking off the second stage of its £10m relaunch to consolidate its position as category leader with new TV and radio ads, a major on-pack competition and a new website.
The 'Britain's Got Favourites' on-pack push gives shoppers a chance to win prizes ranging from a holiday or a car to a shopping trip. It is targeted at 'medium loyalists', according to Dairy Crest. A new website will take a tour around a virtual Cathedral City and a radio ad will feature Pete Postlethwaite reading a poem about Brits enjoying cheese.
Since the relaunch last November, the brand had grown by more than £19m in value, said Laura Downey, Dairy Crest head of marketing. "We're confident this next phase will further reassert Cathedral City as the leading cheese." The brand is currently worth £214m [Kantar 52w/e 21 March], up 10% by value on last year.
The 'Britain's Got Favourites' on-pack push gives shoppers a chance to win prizes ranging from a holiday or a car to a shopping trip. It is targeted at 'medium loyalists', according to Dairy Crest. A new website will take a tour around a virtual Cathedral City and a radio ad will feature Pete Postlethwaite reading a poem about Brits enjoying cheese.
Since the relaunch last November, the brand had grown by more than £19m in value, said Laura Downey, Dairy Crest head of marketing. "We're confident this next phase will further reassert Cathedral City as the leading cheese." The brand is currently worth £214m [Kantar 52w/e 21 March], up 10% by value on last year.
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