Cathedral City launch 'Britain's Got Favourites'

Dairy Crest is launching an on-pack promotion to support Cathedral City, as part of its £10 million brand re-launch.

The ‘Britain’s Got Favourites’ on pack promotion allows consumers vote for their chance to win their favourite prizes from a holiday, to a car, to a shopping trip. The competition will run across the 400g SKU’s on six million packs.

The activity is supported by a 20-second TV advert, a 30-second radio advert featuring a poem about cheese habits in Britain, read by British actor Pete Poselthwaite and press advertising. As well as a new look for the snacking range and a new master brand website, www.cathedralcity.co.uk, titled ‘Welcome to Cathedral City’.

Laura Downey, Dairy Crest head of marketing, Cheese, says: “Since our relaunch last November, we have experienced strong growth for Cathedral City and the brand has grown in value by more than £19 million. We’re confident that this next phase of activity will continue to drive sales and category growth and this activity will further reassert Cathedral City as the leading branded cheese.”