Cathedral City Cheddar 'See it, want it' by Grey London

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Cathedral City Cheddar is launching a £5m brand campaign through Grey London in a bid to combat the dominance of supermarket own brands, which account for 90% of the market. 'See it, want it' aims to tap into the emotional connection that consumers have with cheese on toast and features a string of people inspired to dig out the Cathedral City Cheddar and white-sliced when they see someone eating it. Dairy Crest, the cheese's owner had a simple brief -- to own cheese on toast.

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Released: 06 June 2005

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See it, want it
Richard Tolley, foods marketing director, Dairy Crest
Own cheese on toast
Creative agency
Grey London
Sam Hibbard, James Dive
Art directors
Sam Hibbard, James Dive
Media agency
John Aylings Associates
Production company
David Lodge
Framestore CFC
Audio post-production
National TV

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