Leeds-based creative communications agency Hatch has successfully delivered a nationwide experiential roadshow campaign for Cathedral City, bringing the UK’s favourite cheese directly to consumers through a high-impact four-city tour.
Launched to celebrate Cathedral City’s 60th anniversary, the Makes it Better Roadshow campaign saw Hatch create and deliver a fully branded experiential activation across Manchester, Bristol, London and Glasgow, serving thousands of consumers free Cathedral City cheese toasties, loaded jacket potatoes and cheese minis.
Appointed to manage the campaign from concept through to execution, Hatch’s experiential, PR, social and content teams worked collaboratively to deliver an integrated programme designed to drive awareness, trial and engagement at scale.
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At the heart of the campaign was a custom-branded food truck and immersive sampling experience, complete with a photo booth activation, designed to encourage consumer interaction and social sharing.
Alongside the live activation, Hatch delivered a comprehensive influencer engagement programme to extend the campaign’s reach beyond the event footprint. This included a collaboration with foodie influencer James O’Sullivan, better known as Beefy Boys Food Tour, who created exclusive recipes that were served to event attendees throughout the roadshow and shared across his social channels for followers to recreate at home.
Hatch also created a suite of original content assets, including six short-form social films, a campaign wrap-up video and a hero brand film and a targeted PR programme to support the campaign and maximise awareness across consumer and trade audiences.
As part of the roadshow, Hatch also delivered a dedicated activation at Tesco’s head office in Welwyn Garden City, providing an opportunity for Cathedral City to engage directly with key retail stakeholders alongside consumers.
Alex Halls, associate creative director at Hatch, said: “Cathedral City is one of Britain’s most recognisable and loved food brands, so it was a real privilege to bring the brand directly to consumers through a campaign of this scale. Experiential is at its best when it creates genuine moments of connection, and that’s exactly what this tour achieved. Whether it was serving toasties in Manchester, loaded jacket potatoes in Bristol, or introducing new consumers to the brand in Glasgow and London, the response was phenomenal. It was a brilliant example of what can happen when experiential, content, influencer and PR teams come together behind a single creative idea.”
Georgina Thomas, marketing director at Cathedral City, added: “The tour was an ambitious campaign and required an agency partner capable of delivering both creative excellence and operational precision. Hatch brought energy, expertise, and attention to detail throughout the process, helping us create meaningful consumer engagement at every stop on the tour. We’re delighted with the results and the impact the campaign has delivered.”
