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Cathedral City launches £5m ‘Our Make it Better Cheddar’ campaign

Cathedral City launches £5m ‘Our Make it Better Cheddar’ campaign
Andy Marino
By Andy MarinoJul 08, 2022
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Saputo Dairy UK has launched a £5 million advertising campaign for 2022-23 for its cheddar brand Cathedral City, centred around a brand-new television advert.

Heralding the start of the brand’s new three-year "Our Make it Better Cheddar" campaign, the television advert will be aired across national television, on-demand, YouTube and social media.

Cathedral City 30sec edit19 DCP fr065

Central to the advert are a young boy, his dad and a talking cow, who together uncover what makes Cathedral City cheese taste so consistently delicious.

“We are firm believers that carefully crafted, good quality cheese is worth enjoying every day," said Neil Stewart, Head of Marketing for Cathedral City at Saputo Dairy UK. "Through our new ‘Our Make it Better Cheddar’ campaign and TV ad, we want to showcase the skill and dedication involved in producing our much-loved cheddar and explain to our target audience that this expertise, commitment and passion together make delectably creamy and consistently great tasting cheese.”

Cathedral City is currently worth £285m in total market and its cheese is bought by almost 44 per cent of UK households.

cathedral cityneil stewartsaputo

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