Dairy Crest today is relaunching the nation’s favourite cheddar, Cathedral City, with the introduction of an optimised brand positioning, new packaging design, new products and significant levels of marketing support.

Cathedral City’s new communication platform focuses in a light hearted manner on the relationships consumers have with cheddar cheese in the UK, distinguishing some of the nation’s most notable consumption habits exemplified through its new campaign, ‘Love Cheese, Welcome to the Club’.

As the category leader, Cathedral City is perfectly placed to recognise our collective love of cheese doing so through its new campaign. The relaunch will be supported by a marketing campaign exceeding £4m, going live from June, which includes TV advertising, shopper marketing, PR and social media.

The new packaging design will begin rolling out across the ranges bringing the complete Cathedral City product family under one unified master brand look. The new identity maintains the iconic Cathedral City burgundy, name and cathedral but with a more contemporary feel and stronger variant differentiation at fixture.

Will Hemmings, Head of Marketing said:

“We are delighted to announce this exciting relaunch for Cathedral City and the programme of support that we have in place which includes soon to be announced npd and  a fresh TTL campaign. The new packaging, spanning the entire Cathedral City product portfolio, will help to re-affirm a consistent identity for the brand and maximise our on-shelf stand out at the fixture.”

Cathedral City, the nation's favourite cheese brand is currently worth over £272m and bought by 59% of UK households^. It is bigger than all other branded cheeses combined and is Britain’s 16th largest grocery brand. Packaging will be phased in starting with block and then extending across the complete range of Cathedral City products.