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Cathedral City Cheddar is launching a £5m brand campaign through Grey London in a bid to combat the dominance of supermarket own brands, which account for 90% of the market. 'See it, want it' aims to tap into the emotional connection that consumers have with cheese on toast and features a string of people inspired to dig out the Cathedral City Cheddar and white-sliced when they see someone eating it. Dairy Crest, the cheese's owner had a simple brief -- to own cheese on toast.