The consultancy has previously worked with Dairy Crest, which owns Cathedral City, on relaunching Country Life and Clover, and was appointed for the Chedds project in March following a strategic pitch.
Brandopus created a mouse character, which it says is shown across the packaging, ‘to inject streetwise personality and appeal to the product’. The mouse is shown across the inner packaging in a number of different activities for each snack.
Nir Wegrzyn, managing partner of Brandopus, says, ‘We have to create credibility with the mums – that’s the key thing. The packaging sits under the Cathedral City branding and uses their colours so it resonates with the credibility of real cheese.’
The Cathedral City red brand colour was retained, aiming to reassure consumers of the natural ingredients used by the brand.
Gemma Baggaley, group brand manager kids at Dairy Crest, says, ‘We believe the Chedds design will be very distinctive within the kids’ cheese snacking category. It communicates 100 per cent Cathedral City for mums and fun for kids.’
Chedds will are set to go on shelf next month.