This August, Cathedral City is launching a brand new TV advertising campaign beginning with a 60 second ad focusing on the comfort of home.
The first major campaign released by the brand since the ‘Slice of Britain’ ad in 2009 will feature three separate creatives, all linked by the brand’s filmic style and a musically driven “Home” theme.
The campaign launched on 8th August with an ad featuring Cathedral City’s core Mature SKU.
Viewers will see mini scenes of children running, set against a backdrop of the emotive ‘Homeward Bound’ soundtrack, originally recorded by Paul Simon and covered by musician, Ed Prosek.
It is not until the end of the ad that it becomes clear that the children are running home, where a cheesy bake is just being taken out of the oven.
The creative aims to build on Cathedral City’s values of everyday pleasure with a focus on people, as well as emphasising the brand’s ‘nation’s favourite cheese’ position.
The following two executions will focus on the recently launched Cathedral City Selections and existing Cathedral City Extra Mature, and are set to air over the coming months.
The 20 second Selections ad will portray a range of fridge fly-by snacking occasions, whilst the 30 second Extra Mature creative will focus on savoured cheese eating moments, emphasising the taste experience.
Jackie Wilson, Marketing Manager, Cathedral City, said:
“‘Slice of Britain’ was extremely successful and this campaign goes a step further by adding the powerful effect of music to the mix and getting closer to those all-important cheese eating moments.
“We believe the new ads and accompanying soundtrack will resonate strongly with consumers, driving greater loyalty and encouraging trial.”
The Total Cheese category is worth £2.5bn and growing 4.4% in value.
Everyday Block Cheddar is the largest sector worth £1.1bn driven by mature, and growing 3.2% in value.