Cathedral City announces sponsorship of ‘Britain’s Brightest Family’ on ITV1

Cathedral City, the Nation’s favourite cheese brand, returned to TV screens last month, sponsoring brand new ITV family quiz show, Britain’s Brightest Family.

The sponsorship, valued at £1.5m, launched on 10th January and will run for 15 weeks supporting episodes of ITV1’s new family-focussed knockout quiz hosted by The Chase Governess, Anne Hegerty. It marks Cathedral City parent company Dairy Crest’s first TV programme sponsorship deal since 2010.

Britain’s Brightest Family fills a prime time slot between two episodes of Coronation Street in ITV’s evening schedule and 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, quizstyle questions as we see various family members in a series of cheese eating scenarios – from gobbling down bubbling cheese on toast, hot from the grill, to stealing the crispy bit from the corner of a lasagne.

A trusted advertising medium with strong cut-through, TV sponsorship is proven to drive positive brand perception and consideration.

Nigel Marchant, Cheese Marketing Controller, explains “We’re really excited to announce a new partnership with ITV1 which will see Cathedral City back on mid-week prime time TV. Britain’s Brightest Family is a fun celebration of family unity and we see this as a great complement to Cathedral City’s brand positioning and personality.

“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, the UK’s leading cheese brand and Nation’s favourite is currently worth over £268m and bought by 55% of UK households.