Cathedral City unveils first ad in three years
By Sara Kimberley, campaignlive.co.uk, Thursday, 09 August 2012 12:30PM
Cathedral City has rolled out its first major ad campaign in three years.
The heartwarming £5m ad by Grey London is the first for the brand since 2009, when it launched its 'Slice of Britain' campaign.
The first of three ads focuses on the comfort of home. The 60-second ad shows children running home from school against the emotive 'Homeward Bound' soundtrack, originally recorded by Paul Simon, and covered by musician, Ed Prosek. The reason they are running is to get home to their cheesy bake dinner being taken out of the oven.
The strapline reads, "Cathedral City, the nation's favourite cheese". The ad was directed by Simon Ratigan. UM handled the media planning and buying.
The other two spots will focus on the recently launched Cathedral City Selections and existing Cathedral City Extra Mature. The 20-second Selections ad will portray a range of fridge fly-by snacking occasions, while the 30-second Extra Mature creative will focus on savouring cheese-eating moments.
Jackie Wilson, marketing manager, Cathedral City, commented: "‘Slice of Britain' was extremely successful and this campaign goes a step further by adding the powerful effect of music to the mix and getting closer to those all-important cheese-eating moments. We believe the new ads and accompanying soundtrack will resonate strongly with consumers, driving greater loyalty and encouraging trial."
Vicki Maguire, creative director, Grey London, added: "This ad speaks to the inner kid in all of us, legging it home after school to make sure they were home in time for their favourite dinner. Ed's rendition of 'Homeward Bound' is the perfect evocation of this."Follow @SaraKimberley
This article was first published on campaignlive.co.uk
- Assistant Brand Manager Ball & Hoolahan £28,000 per annum, South East England
- Brand & Packaging Manager Ball & Hoolahan £36,000 + c/a, London (Central), London (Greater)
- Brand Manager Ball & Hoolahan £40,000 per annum, South West England
- Category Manager Ball & Hoolahan £50,000 per annum, South East England
- Digital Consultant Ball & Hoolahan £70,000 per annum, London (Central), London (Greater)
- Google's European leader says viewing habits are 'changing dramatically'
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne