Dairy Crest is revamping its market-leading Cathedral City brand to give it a more contemporary feel, supported by a £4m marketing push.
New pack designs will begin rolling out across the Cathedral City range from April and bring the complete Cathedral City product family “under one unified master brand look”, it said.
The new design would maintain the “iconic” Cathedral City burgundy colour, name and cathedral image, but also offer a “more contemporary feel”, the processor said.
The last major brand relaunch by Cathedral City was completed as far back as 2010.
Dairy Crest added the revamped range would offer “stronger variant differentiation at fixture”, by using different colour infills on pack to identify the range’s various flavour profiles, such as black for extra mature and gold for vintage.
A marketing campaign launching in June will focus in a “lighthearted manner” on the relationships consumers have with Cheddar, using the tagline ‘Love Cheese, Welcome to the Club’.
Marketing activity will consist of TV advertising, shopper marketing, PR and social media, while Dairy Crest said it also planned to further expand the range with NPD later in the year.
With sales of Cheddar down 2.7% last year [The Grocer’s Top Products Survey 2015], and Cathedral City itself down 0.7%, Dairy Crest’s head of marketing, Will Hemmings, said the brand’s new push would “help to reaffirm a consistent identity for the brand and maximise our on-shelf standout at the fixture”.Dairy Crest is revamping its market-leading Cathedral City brand to give it a more contemporary feel, supported by a £4m marketing push.
New pack designs will begin rolling out across the Cathedral City range from April and bring the complete Cathedral City product family “under one unified master brand look”, it said.
The new design would maintain the “iconic” Cathedral City burgundy colour, name and cathedral image, but also offer a “more contemporary feel”, the processor said.
The last major brand relaunch by Cathedral City was completed as far back as 2010.
Dairy Crest added the revamped range would offer “stronger variant differentiation at fixture”, by using different colour infills on pack to identify the range’s various flavour profiles, such as black for extra mature and gold for vintage.
A marketing campaign launching in June will focus in a “lighthearted manner” on the relationships consumers have with Cheddar, using the tagline ‘Love Cheese, Welcome to the Club’.
Marketing activity will consist of TV advertising, shopper marketing, PR and social media, while Dairy Crest said it also planned to further expand the range with NPD later in the year.
With sales of Cheddar down 2.7% last year [The Grocer’s Top Products Survey 2015], and Cathedral City itself down 0.7%, Dairy Crest’s head of marketing, Will Hemmings, said the brand’s new push would “help to reaffirm a consistent identity for the brand and maximise our on-shelf standout at the fixture”.
No comments yet