Cathedral City. Love Cheese? Welcome To The Club.
Cheese already had its addicts. We gave them a club.
The campaign turned product love into a shared identity behaviour, and positioned Cathedral City at the heart of it.
We launched the club across TV and social - everyone already knew the rules.
From recipe searches to supermarket shelves, the club showed up everywhere, making every tea-time cheesier.
The rule book became real, with serving suggestions in-store and fans sharing their own across social.
We called out different types of cheese lovers, quizzed them, and let them make their membership official.
