Philadelphia Cream Cheese Campaign Spotlights Its Udderly Fresh Ingredients

Philadelphia, the undisputed cream cheese category leader, is spotlighting the fresh milk and real cream that make it America’s favourite schmear for over 150 years. The OOH-driven campaign highlights Philly’s key reason to believe with a simple product truth that sets the brand apart as the standard for cream cheese. 

The creative campaign’s images appear to be the distinctive pattern of dairy cows, however, they’re actually visually striking images of Philadelphia cream cheese schmeared on the most popular Philly carriers - toast and bagels. It showcases the creamy, silky-smooth goodness of Philly cream cheese while also serving as a heartfelt homage to the origins of Philly’s fresh milk and real cream that create the unmistakable taste fans have known and loved for generations.

As the brand leading the herd in the dairy aisle, Philly is amplifying its commitment to quality cream cheese schmears for all with tactics including: 

• OOH: Widespread brand awareness through:

- Mobile billboards driving throughout New York City, Chicago, and Los Angeles mimicking a cow walking about the cities

- Wild postings placed outside delis and bodegas throughout New York City to lure people on the street to see if it’s a cow or cream cheese 

- Dairy farm billboard located outside Fall Creek, Wisconsin to show up in its natural habitat

-Traditional billboards located along major inbound/outbound expressway in Chicago for added visibility and awareness

• Print: a few half page, horizontal ads will be featured in an issue of New York Magazine at the end of April 

“We’ve maintained our status as the cream cheese category leader due to the quality of our product, so it’s only fitting that we highlight the key ingredients - fresh milk and real cream - that have kept consumers coming back for generations. Philly fans know a thing or two about the perfect schmear, and this campaign serves as a real, tangible reminder of this truth. We want to connect to the product experience in a fresh and creatively unexpected way and ground ourselves in what makes our product so special. ” said Keenan White, senior brand manager at Philadelphia at Kraft Heinz Company.

“We love how these print ads beautifully pay homage to the source of Philadelphia’s delicious cream cheese, while also capturing that mouth watering appetite appeal, you only notice on second glance,” said Dean Paradise, executive creative director at GUT Miami.