The
Brief

Cathedral City, one of the UK’s most recognisable and beloved cheese brands, tasked Hatch to bring their brand directly to consumers to celebrate its 60^th anniversary.

Our campaign needed to drive excitement and evolve Cathedral City’s existing brand perception by showcasing how its cheddar range can elevate everyday meals, alongside converting positive product trial into lasting brand affinity.

Hatch needed to create as much noise as possible, ensuring that Cathedral City was everywhere, from connecting directly with consumers in-person through activations and in-store marketing, to maximising brand awareness through media and social media.

The
Solution

/ PR

/ Experiential

/ Social Media

/ Content

/ Design

Hatch launched the ‘Makes It Better Roadshow’, a nationwide tour serving a menu of cheesy favourites in four cities across the UK, alongside appearing at Tesco’s headquarters in Welwyn Garden City. Our experiential, PR, social, design and content teams worked collaboratively to deliver an integrated programme designed to drive awareness, trial and engagement at scale. So, how did we do it?

• Creating the experience: At the heart of our campaign was an immersive sampling experience and custom-branded food truck, supported with a dedicated photo booth activation that would encourage social sharing and consumer interaction. We served up to 400 hot dishes completely free of charge at each event, alongside sampling 20g snack-sized Cathedral City samples. In addition, we offered exclusive branded merchandise from custom football shirts to tote bags, alongside encouraging consumers to snap some cheesy grins in our branded photobooth. Our dedicated activation at Tesco’s HQ also offered Cathedral City the chance to engage directly with key retail stakeholders.
• Influencer Partnerships: To support the live activation and build anticipation, we delivered a comprehensive influencer engagement programme to extend the roadshow’s reach beyond the event itself. This saw Cathedral City partner with foodie influencer James O’Sullivan, better known as Beefy Boys Food Tour, who created exclusive recipes that were shared across his social channels and served exclusively at each event. Each recipe highlighted the rich flavour, versatility and quality of Cathedral City’s cheddar alongside spotlighting the Makes It Better roadshow.
• A targeted PR programme: Hatch led a targeted PR programme to support the campaign and encourage attendance, maximising awareness across both consumer and trade audiences. We landed coverage in a variety of key regional, national and trade outlets.
• Collaborating with gifted influencers: To maximise awareness for each consumer-facing event, we collaborated with a wide range of lifestyle and foodie influencers on a gifted basis, inviting them along to the roadshow to capture content. A total of 57 influencers attended the Makes It Better Roadshow, capturing 48 pieces of content with a combined following of over 2 million.
• Bringing the event to life through design: Hatch worked closely with Cathedral City to develop and design a full suite of campaign assets. From animated video content for use across supermarket screens and POS materials, to merchandise design and the full external design and branding of the roadshow food truck, each asset reinforced Cathedral City’s 60^th anniversary messaging.
• Capturing content: We captured and produced a variety of original content assets, including six short-form social clips, a bank of photography, a campaign wrap-up video and hero brand film for usage across Cathedral City’s website and social channels.