Dairy Crest is embarking on its biggest ever TV campaign behind its Cathedral City brand.
As part of a £3.5m campaign, the Cheddar brand will be shown on national TV in September and supported with point-of-sale material.
A combination of 10- and 20-second commercials will top and tail ad breaks, and feature various scenarios showing people changing their behaviour for the ‘mature yet mellow’ taste of Cathedral City.
There will also be a 10-second TV ad to support Dip & Go - a pack of five Cathedral City Cheddar sticks with a Branston pickle dip, which was rolled out in June following a successful trial in Tesco (The Grocer, May 1, p61).
The TV ads come hot on the heels of a ‘Win a Wedge’ £40,000 on-pack promotion, which started in May, and follow the launch of Cathedral City Grated and Cathedral City Big Slice - a pack of five slices.
The TV ads and new product development form part of Dairy Crest’s plans to continue to grow the number one cheese brand (The Grocer Top Products Survey, December 13 2003). Last year, Cathedral City was worth £52.4m with growth of almost 44% year-on-year.
Marketing director Paul Fraser said: “This £3.5m campaign shows we are absolutely committed to strongly backing and building the Cathedral City brand.
“The brand still represents a considerable opportunity for growth and our NPD will help drive this by taking it into high growth convenience formats.”