Kraft: Very Important Philly

Proximity London

The team

Caitlin Ryan – Executive Creative Director
Nick Moffat – Creative Partner
Anja Muller – Copywriter
Nick Shay – Art Director
Ewa Kwolek – Account Director
Alex Schrembri – Digital Developer
Joel Butt – Designer
Neeta Norton – Production Manager
Helen Nicholson – Producer
Jonny 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 of missing out. By the day Philadelphia with Cadbury launched, 100 influencers had generated over one million views, making this the most successful ever UK launch of a new Philly flavour.

What details of the strategy make this a winning entry?