Philadelphia's Bold OOH Continues Mission to Spread Friendship

Philadelphia UK and Ogilvy UK have launched a design-led OOH campaign building on last summer’s You’ve Got a Friend in Philly campaign.  

The nationwide rollout reminds audiences of Philadelphia’s comfortingly creamy taste and the brand’s role as a friend to food and a friend in your fridge, elevating it into something special at any time of the day. 

The work follows the launch of Philadelphia’s fresh brand positioning and purpose last year, aiming to drive relevance through building an emotional connection and celebrating the brand’s ability to create memorable friendship moments. It was led by insights from Ogilvy Consulting UK’s behavioural science specialism, which identified Philadelphia’s place in its category to create comforting and social ways to connect.  

The OOH creative was developed with imagery and messaging that changes morning, midday and evening. By considering audiences’ shifting moods and cravings at different points in the day through relevant and timely content, the campaign reminds people that Philly is a friend to its audiences and food - making everyday meals and snacks even more delicious, whatever the time of day.  

The campaign also uses contextually relevant placements in supermarkets to inspire shoppers at different points in their purchase journeys.   

The OOH element amplifies Philly’s distinct global typeface which was led out of Ogilvy UK’s design team to evoke the brand's comforting and delicious taste to different audiences. Custom ‘flourishes’ also express the delightful, indulgent feeling of spreading rich and creamy Philadelphia, with the same warmth and playfulness that you find in all good friendships.

The multi-channel campaign also rolls out across TV, YouTube, and social platforms such as Meta, Pinterest and Reddit. Each captures life’s little moments that Philly plays a part in. 

Ellie Swales, brand manager, Philadelphia UK said, “We’re excited to reveal the next phase in our You’ve Got a Friend in Philly campaign. The OOH is a continuation of our empathy at scale strategy designed to drive even greater relevance. The time relevant placements show how Philly is a friend to you and a friend to food from morning until night. Whether it’s a bagel for breakfast or a simple afternoon snack, Philly is there for you.” 

Sam Cartmell, executive creative director, Ogilvy UK said, “Philadelphia has a special place in its category and the UK’s fridges. The brand has become that comforting friend you can turn to at any time of the day and fits perfectly in those fleeting moments we cherish - could be school runs, Sunday brunches or catch-ups with old friends. Bringing OOH into the fold adds even more meaning to Philly’s stellar new positioning - blending creative excellence with behavioural science.