Dairy Crest has kicked off a multi-million pound bid to establish Cathedral City as the Heinz Baked Beanz of the dairy category with a £10m relaunch.

Starting in November, the three-phase strategy will encompass a packaging and logo re-design and new ad campaign, in addition to ongoing promotional activity and NPD.

Growing shopper loyalty was a fundamental part of Dairy Crest's future strategy for Cathedral City, said group brand manager Jackie Wilson. "We want to be to cheese what Heinz is to baked beans," she said.

Although shoppers might not be aware of why they chose Heinz baked beans ahead of other brands, it was the brand of choice within the category. Similarly, Dairy Crest wanted to become the automatic brand of choice for Cheddar, said Wilson.

Consumer research had shown that 55% of shoppers who bought Cathedral City purchased it six times a year or more but Dairy Crest aimed to increase the number of 'high loyal' shoppers by reducing the instances of them switching to other brands, she added.

The packaging overhaul will result in each Cathedral City variant within the portfolio featuring burgundy colouring, with the arch and reclosable strip bearing a different product-specific colour. The Red Tractor logo will also be moved from the back of the packaging to the front, to emphasise that Cathedral City is made from only British ingredients.

The new packs will be rolled out into stores from the beginning of November.

A new television creative, featuring a poetry reading voiced by a celebrity, who is yet to be named, will debut on 9 November. "It's really in tune with what floats people's boats at the moment," said Wilson.

Cathedral City is the top-selling cheese brand, with sales of £190m [TNS 52w/e 6 September].

Two further major developments are also in the pipeline for the brand, although no details have as yet been released.