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Dairy Crest to invest £10m in Cathedral City relaunch
Dairy Crest is investing £10m in the relaunch of Cathedral City. The relaunch includes a new TV ad, through the line support, new packaging and an updated logo. The relaunch is designed to reconfirm Cathedral City’s position as the leading Cheddar brand and will drive value into the £2.2 billion cheese category.
Dairy Crest head of marketing for cheese, Laura Downey, said: “Cathedral City is unique in the cheese category. It’s the only major brand that drives growth more from incremental category volume than from switching gains. Our consumers come back to Cathedral City much more frequently and quickly than our competitors. We’re investing significantly in this relaunch as we know that our growth has come from continuous investment throughout the brand’s history, which has risen in line with our market share.”
The relaunch consists of three clear phases of investment, including the launch of a new TV creative from November 2009, embedding the new strategy throughout early 2010 and driving long-term loyalty and growth through new occasions in 2010 and 2011.
The brand relaunch will be further supported by posters, radio, activity in store, direct mail, press ads, new website, social networking and PR, as well as radio and on-pack promotion towards the end of the year and into 2010.
Source: Dairy Crest
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