Saputo Dairy UK is aiming to position Cathedral City as a “food hero”, with a £7m campaign designed to remind the nation of the cheese brand’s versatility and commitment to elevating everyday occasions.
Launching this week, “Makes It Better” puts a spotlight on familiar, well-loved dishes such as cheese on toast, jacket potatoes and pasta bakes, showing how Cathedral City enhances these meals with added flavour and satisfaction.
The campaign celebrates the idea that Cathedral City – which is UK’s most popular brand cheese, according to YouGov’s BrandIndex – does not just taste good, it makes everything better.
It is the first activity for the brand since 2022, when it launched a £5m marketing campaign titled “Our Make it Better Cheddar” in an effort to showcase the ways in which the cheese is made.
Cathedral City senior brand manager Abi Armson said: “This is more than a campaign, it’s who Cathedral City is. Cheese is a staple in so many homes, whether it’s melted on a toastie or stirred through pasta, it elevates familiar dishes. This campaign is a celebration of that and of Cathedral City’s role as a reassuring constant in making food more satisfying and enjoyable.”
The campaign debuted with 10- and 20- second TV spots and is now live across TV, video on demand, out-of-home and social media. It is forecast to reach 97% of all adults aged 25-65 through its 21-week run period.
Saputo Dairy UK, which also owns Clover, appointed Otherway its creative agency last year.
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