Cathedral City is lighting up screens with its latest multimillion-pound campaign positioning cheese as an everyday food hero.
Currently live across TV, video on demand, out of home, and social media, the £7m creative push is running for 21 weeks.
It showcases familiar dishes including cheese on toast, jacket potatoes, and pasta bakes, and demonstrates how Cathedral City can enhance meals with added flavour.
The marketing activity is expected to reach 97% of all adults aged 25-65, the Saputo-owned brand said.
“‘Makes It Better’ is more than a campaign, it’s who Cathedral City is,” said Abi Armson, senior brand manager of Cathedral City.
“Cheese is a staple in so many homes – whether it’s melted on a toastie or stirred through pasta, it elevates familiar dishes. This campaign is a celebration of that and of Cathedral City’s role as a reassuring constant in making food more satisfying and enjoyable.”
The latest push builds on the brand’s ‘Our Make It Better Cheddar’, which aired in 2022.
Cathedral City is worth £318m having grown in value by 4.7% over the past 12 months, and accounts for 7% of volume in the category bought by 43.8% of households.
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