UK dairy group Dairy Crest is backing its Cathedral City cheese brand with an integrated marketing campaign which it has dubbed 'The Big Cheese Tease'.

The through-the-line campaign is designed to complement the brand's 'See it, Want it' TV ads and reinforce the brand's taste credentials, Dairy Crest said. 

The programme will comprise experiential, digital and PR activity and aims to reinforce Cathedral City as "the best brand for cheese on toast".

The experiential activity will be focused around the recently launched Cathedral City Lighter variant, with a bespoke Cathedral City 'cheese on toast van' visiting supermarkets across the country, along with other one-off consumer events. Consumers will be offered hot cheese on toast, 20g free samples and a leaflet with a coupon. A direct mail campaign will support this activity, while Dairy Crest has also launched a website at that features product information and recipe ideas.

"The through-the-line thinking and implementation are a reflection of Cathedral City's scale and potential," said Dairy Crest marketing director Paul Fraser. "We'll be interacting with consumers directly and we expect this activity, as part of our overall marketing strategy, to strengthen our position even further."