Kraft Foods Australia – A modern tale of sweet revenge
Angela Morris
Agency: JWT
This is a story about how planning took an unpromising tactical activity and a tiny budget for a dated brand and transformed it into a highly effective, contemporary engagement opportunity.
BACKGROUND
Philadelphia is Australia's leading brand of cream cheese. Available in a number of formats, the original – block – was feeling tired and left behind in the modern world. Its' newer and sexier siblings (Philly Spreadable and Philadelphia Pourovers – the saucy Philly dip range) were increasing brand penetration into new and younger consumer...