BRIEF: 

Create campaign to drive awareness & trial of Cathedral City Sandwich Slices and the unique shape & quality.

INSIGHT: 

Unlike conventional square cheddar slices, Cathedral City Sandwich Slices have been created to be the perfect fit for your sliced bread, enabling you to enjoy the distinctive smooth and creamy taste of Cathedral City in every single bite.

Despite Cathedral City being the Nations Favourite Cheddar, our Sandwich Slices aren't as famous/ Well known. The slices are simply cut straight from the block into rectangle slices for your convenience. Same Delicious Cheese, Perfectly Sliced.

IDEA AND EXECUTION: 

Visualised "The Perferct Fit" to the nation's different types of people and how and where they enjoy the product. From students, to builders, to late night snackers, we can use a graphic representation of the slices to build up illustrations in a simple way. The headlines are upfront about the product benefit, and how it is "perfect" for Britain's cheese lovers everywhere.