Dairy Crest’s cheese brand Cathedral City is back on TV, sponsoring a new ITV1 quiz show, Britain’s Brightest Family.
The £1.5m TV sponsorship deal runs for 15 weeks, and is Dairy Crest’s first since 2010.
Hosted by The Chase Governess, Anne Hegerty, Britain’s Brightest Family fills a prime-time slot between two episodes of Coronation Street. It is anticipated to draw in an audience of over 2.8m viewers. Airing before, during and after each episode, the Cathedral City idents pose fun questions as various family members are seen eating cheese in a variety of ways.
Nigel Marchant, Cheese Marketing Controller, said: “We look forward to showing the British television-viewing public what the Cathedral City brand stands for and are confident that viewers will engage with our tongue-in-cheek idents, helping to further embed Cathedral City in consumers’ hearts and minds.”
Cathedral City is currently worth over £268m and bought by 55% of UK households.
Britain’s Brightest Family airs on ITV1, Wednesdays 20:00 to 20:30.