DAIRY Crest is relaunching Cathedral City, Britain’s biggest-selling branded cheese.
The relaunch includes a new packaging design, new product development and significant marketing support.
Marketing work worth more than £4m begins next month, and will include TV advertising as well as PR and social media activity.
The firm says the relaunch communications are designed to highlight, in a light-hearted way, some of the relationships consumers have with cheddar cheese in the UK, summed up in the slogan ‘Love Cheese, Welcome to the Club’.
The new packaging design will bring the complete Cathedral City range under one masterbrand look, starting with its block cheese.