12 October 2009The Big Cheese!

Dairy Crest is investing £10 million on the relaunch of the nation’s favourite cheese brand[i], Cathedral City. The relaunch includes a new TV ad, through the line support, new packaging and an updated logo. The relaunch will reconfirm Cathedral City’s position as the leading Cheddar brand and will drive value into the £2.2 billion cheese category[ii].

 

 

 

The Cathedral City brand is worth more than £190 million, more than the next three competitor brands combined.

 

 

 

The relaunch aims to make the brand even more synonymous with the category. The new master brand pack designs will drive standout in store, making Cathedral City significantly easier and faster to find across all variants.

 

 

 

Laura Downey, Dairy Crest Head of Marketing for Cheese, comments; “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[iii]. We are 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.

 

 

 

Downey continues: “The new pack design has a powerful sense of history and pride and is more than just a redesign moreover, the introduction of a new strategy. With a more crafted cathedral and ownable and usable iconography, the packs clearly define each variant with overriding master brand credentialsin a new deeper burgundy. Cathedral City is a master brand with stature, as well as a strong sense of national pride, and is the only major cheddar brand that’s able to display the red tractor logo”.

 

 

 

Over the past few years Cathedral City has had continued success with innovative new product development, with Cathedral City Lighter being a particular success. The reduced fat cheese currently generates 12% of all Cathedral City sales and has a 37% share of the total reduced fat cheese block sector.

 

 

 

Cathedral City was the first brand to move to recloseable packs and other ground breaking NPD has included Vintage 20, award-winning, full-bodied, rich and creamy Cheddar that appeals to cheese lovers who enjoy a more flavoursome Cheddar. The brand has also introduced sliced and grated variants and Cathedral City Mild Minis.

 

 

 

~Ends~

 

 

 

 

 

For further information or product visuals please contact Edel Ward or Sarah Ryan at Haygarth

 

Tel: 0208 971 3300

 

E-mail: dairycrestpr@haygarth.co.uk

 

 

 

Notes to Editor:

 

·         Cathedral City has a cheese to suit every occasion with a taste the whole family will love. The full range comprises:

 

 

 

Available in 200g and 400g recloseable packs

 

·         Cathedral City Mature

 

·         Cathedral City Mature Lighter

 

·         Cathedral City Mild

 

·         Cathedral City Extra Mature

 

 

 

Available in 200g recloseable pack

 

·         Cathedral City Vintage 20

 

 

 

Convenience:

 

Available in 160g packs

 

·         Cathedral City Mature Sliced

 

·         Cathedral City Mature Lighter Sliced

 

Available in 200g packs

 

·         Cathedral City Mature Grated

 

·         Cathedral City Mature Lighter Grated

 

 

 

Snacking:

 

·         Cathedral City DIP&GO! (Available in 60g packs)

 

·         Cathedral City Lunch Pack (Available in 122g packs)

 

·         Cathedral City Mature Minis (Available in 6 x 20g packs)

 

·         Cathedral City Mild Minis (Available in 6 x 20g pack)

 

·         Cathedral City Snack Pack (Available in 50g packs)