Dairy Crest has launched a £1.8m advertising campaign to push its Cathedral City Lighter Mature Cheddar.

The five-week long TV campaign was launched this week to flag up Lighter as a reduced-fat product with 'no compromise on quality or taste'. The ads are being supported by a two-week poster campaign targeted at Londoners.

Dairy Crest has also revamped the packaging, switching from light blue to burgundy to match the regular Cathedral City products. "With 'health' the fastest-growing sector in dairy, there is an opportunity to drive sales by broadening its appeal to Cheddar consumers who want a reduced fat cheese without compromising on Cathedral City's mature yet mellow taste", said Dairy Crest marketing director, Paul Fraser.

The Lighter Mature variety, which has 30% less fat than Cathedral City Mature Cheddar, was launched in early 2007 and has gained a 24% share of the reduced-fat cheese category.