Saputo Dairy Crest has launched a heart-warming (and taste-tingling) TV campaign to support the government message to stay at home, and position the Cathedral City cheese as the perfect staple to liven up meals during lockdown.
Created by Grey London, ‘Stay Home’, launched on Saturday evening during Britain’s Got Talent on ITV and will run until early May. This is Cathedral City’s first TV commercial in three years. Carefully repurposing existing footage from past Cathedral City commercials, ‘Rules of Cheese’ and ‘Come Home’, the TVC presents scenes of near empty schools, streets and roads before cutting to a family cooking and enjoying meals in their home.
Soundtracked by the Dan Croll song, ‘Home’, the work emphasises the government’s advice that home is the best place to be in these lockdown times, with the advert saying: “Right now, more than ever, the safest, most comforting place to be is home - #stayhome”.
The TVC concludes with a shot of the Cathedral City range – mature cheddar, grated mature cheddar, and sandwich slices, alongside the brand’s slogan “The Nation’s Favourite”.
Creative Agency: Grey London
Creative Directors: Stuart Elkins and Graeme Cook
Agency Planner: Lauren McIlroy
Business Director and Chief Client Officer: Justine Johnson and Jeremy Pyne
Account Manager: Chloe Boothby
Agency Senior Producer: Charlotte Marshall
Editor: Joe McNally