Kraft: Very Important Philly

Kraft was launching a Cadbury's chocolate flavoured variant of its Philadelphia Cream Cheese in the UK and needed to overcome the idea that cheese and chocolate were a bad combination.

Kraft: Very Important Philly

Proximity London

The team

Caitlin Ryan – Executive Creative DirectorNick Moffat – Creative PartnerAnja Muller – CopywriterNick Shay – Art DirectorEwa Kwolek – Account DirectorAlex Schrembri – Digital DeveloperJoel Butt – DesignerNeeta Norton – Production ManagerHelen Nicholson – ProducerJonny Miles-Prouten – Senior Account Director

How did the campaign make a difference?

It's hard to launch a product if the thought of it makes people grimace. This campaign created a frenzy of interest by playing on people's fear...

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