Kraft: Real Women of Philadelphia

Category: Media Idea
Brand/Client: Kraft
Primary Agency: Digitas
Contributing Agencies: Eqal, Edelman, McGarry Bowen, Ogilvy Action

STRATEGIC CHALLENGE

Philadelphia Cream Cheese was happy to be America's favorite schmear for bagels and main ingredient for cheesecakes. But growth had flattened out, and our challenge was to find new reasons for people to buy our product. We turned to our consumers and found that they were using cream cheese for more than just bagels and cheesecakes, with use as a cooking ingredient leading the way. If Philly was going to grow, we had to follow our consumers into the world of cooking.

The best way to encourage cooking use was to enable women to share their ideas. We knew our consumers were only interested in sharing information from a trusted source; so we decided a celebrity-supported platform for user-generated recipe content could be the secret ingredient for success.