Kraft Foods Australia - A modern tale of sweet revenge

Angela Morris

Philadelphia's cream cheese block had gained a fuddy duddy image over the years. With the tactical opportunity of Valentine's Day approaching, planning argued against the obvious, saccharine declarations of love that every other brand would be making at this time of year in favour of an emotionally edgy dark side.

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...

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