Saputo Dairy UK has announced the launch of Sandwich Slices within its Cathedral City range.
The brand will also return to TV screen, but the campaign calls on the people to stay at home, focusing on the comfort of home in troubling times.
The Sandwich Slices represent a transition of 150g packs of Cathedral City Mature and Lighter Mature slices to a more convenient format. Available in distinctive new packaging, the product is comprised of larger cheese slices designed to fit a piece of bread perfectly.
Neil Stewart, marketing controller at Cathedral City, said the NPD follows consumer research which found two out of three preferring a (cheese) slice that covers the whole slice of bread.
“In response to this demand we’re taking the bold step to migrate our full Cathedral City sliced cheese range into a larger ‘sandwich sized’ format, for the perfect fit – with cheese in every bite,” he said.
“As the only brand to offer this benefit, we are confident that our latest innovation will provide shoppers with the perfect solution to their sandwich needs.”
Cathedral City Sandwich Slices (150g, 6 Slices) will launch into market from mid April, carrying a MRSP of £2.
The new advertising campaign inspires viewers to make the most of life under lock-down, by celebrating a variety of in-home family cheese meal occasions.
Set to the emotive soundtrack ‘Home’ by Dan Croll, the 30-second ad showcases a core range of Cathedral City Block, Sliced and Grated lines, closing with the strapline ‘The Nation’s Favourite’.
The ad will run throughout April across TV channels such as ITV, C4 and Sky, as well as on catch-up platforms ITV Hub and All 4. Its first live airing took place during the launch programme of Britain’s Got Talent series 14, which returned to ITV1 on 10 April.
“As the nation’s favourite cheese brand we feel we have a responsibility to remain visible and connected to consumers, offering them reassurance and support as we navigate theseuncertain times together,” Stewart commented.
“In our new campaign we have chosen to expressly acknowledge the new circumstances everybody is living under and highlight the little moments of joy that can come out of such situations.”