Saputo Dairy UK this week announces a return to TV screens with a new £1m advertising campaign, supporting market leading cheese brand, Cathedral City.

An evolution of the brand’s ‘Stay Home’ campaign that aired earlier this year, the new ‘Reasons For Cathedral City’ advert showcases Cathedral City as a trusted go-to food staple, bringing moments of pleasure and comfort to a variety of at home meals. Voiced over with a playful ‘inner voice’, articulating great reasons to tuck into the ‘Nation’s Favourite Cheddar’, the ad script brings to life the brand’s unique ‘reasons to believe’ – its rich & creamy taste, consistent quality and over 50 years of cheese-making expertise – to persuade viewers that for dependably tasty dishes the whole family will enjoy, it has to be Cathedral City.

Closing with the strapline ‘The Nation’s Favourite’, the ad heroes a core range of Cathedral City Block, Sliced and Grated lines, to remind viewers that they can count on Cathedral City whatever their preferred cheese format. Also featuring the TerraCycle® logo, the closing frame serves to support the brand’s sustainability agenda and build awareness of the Cheese Packaging Recycling Programme, launched in July of this year in partnership with TerraCycle®.

Cathedral City Marketing Controller, Neil Stewart, comments: “With households spending so much time at home since the onset of Covid-19, little moments of pleasure in the day have become all the more important in lifting the nation’s mood. Few foods are as enjoyable, comforting & versatile as cheese and over recent months we’ve seen consumers increasingly turning to cheese as trusty fallback for comforting and satisfying in home meals and snacks.

“Here at Cathedral City, we don’t believe that all cheeses are created equal. Through our ad we want to showcase to viewers all the great reasons Cathedral City should be the #1 cheese choice! With over 50 years of cheddar-making experience under our belt we’re the experts, and our consistently rich and creamy recipe, enjoyed by over half of all UK households, is testament to this.”

“We believe the new ad will resonate with audiences, and get their taste buds going, while reassuring them that Cathedral City remains, as ever, THE cheddar brand they can rely on to help them deliver consistently tasty dishes the whole family will enjoy.”

The 30-second ad will run for seven weeks from 20th October through to 6th Dec across video-on-demand TV channels including ITVHub, All4, Sky Go and Sky on Demand, reaching over 2m of the brand’s target family audience. The ad will be further amplified by a social media campaign across Facebook and Instagram.

Cathedral City is the UK’s No.1 cheese brand, valued at £311.1m and bought by over 56% of all UK households1.

Data Sources:

  1. IRI SIG Outlets + Kantar Discounters & Bargain stores 52we 5th September 2020

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