Dairy Crest is setting out to warm the hearts of the nation this autumn with a brand new, £5m TV campaign for its market-leading Cathedral City Cheddar.
Three separate ads will focus on the theme of “home” and homecoming, advertising either Cathedral City mature, Cathedral City extra mature or Dairy Crest’s new adult-focused cheese snacks range Cathedral City Selections.
The ad for mature goes live on 8 August, with those for extra mature and Selections to follow over coming months.
In the first ad, viewers will see children running, set against a musical backdrop of Paul Simon’s Homeward Bound, performed by young musician Ed Prosek. “It is not until the end of the ad that it becomes clear that the children are running home, where a delicious cheesy bake is just being taken out of the oven,” Dairy Crest said.
The new ads would build on Cathedral City’s core value of “everyday pleasure” and emphasise its status as “the nation’s favourite cheese”.
The new campaign is Dairy Crest’s first major television push for Cathedral City since its 2009 Slice of Britain campaign.