The UK’s number 1 cheese brand, Cathedral City, launches new creative campaign, ‘Makes It Better’, backed by a £7m media investment, to remind the nation of its versatility and commitment to elevating everyday occasions.
Live from mid-July, ‘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 doesn’t just taste good, it makes everything better.
“’Makes It Better’ is more than a campaign, it’s who Cathedral City is,” comments Abi Armson, Senior Brand Manager of Cathedral City. “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 expected to reach 97% of all adults aged 25-65 through its 21-week run period.
The ‘Makes It Better’ campaign builds on the success of Cathedral City’s previous campaign, ‘Our Make It Better Cheddar’, which aired in 2022.
One of the UK’s top 30 biggest grocery brands, Saputo Dairy UK’s Cathedral City is worth £318m, having grown in value by 4.7% over the past 12 months. It accounts for 7% of volume in the category[6] and is bought by 43.8% of households, an increase of 0.7% year on year[7].
