CHICAGO: Kraft Foods is to support the launch of Philadelphia Cooking Creme with one of its largest ever advertising campaigns.
The food giant intends to influence consumers to buy the new product via an online campaign developed by Publicis Groupe's Digitas and Eqal, a social entertainment company.
Adam Butler, brand manager for Philadelphia, said: "We had to look elsewhere for growth... and we wanted to start with changing behavior with marketing.
"We're thinking this is going to be one of the biggest launches that cheese and dairy has ever had."
Inspired by the success of encouraging cream cheese eaters to use it in their cooking rather than just as a spread, the new reduced-fat Philadelphia variant is designed to be easy to spoon.
To promote Philadelphia cream cheese, the advertiser launched an online "Real Women of Philadelphia" campaign earlier in 2010.
Consumers were encouraged to share their cream cheese recipes as well as offering other interactive opportunities.
Kraft subsequently reported a 5% unit sales increase for the year to August 2010, partly in response to this activity.
The campaign's Real Women website has also received 1.3 million visits.
Prior to the Cooking Creme launch, 2,000 consumers active on the Real Women website will receive product samples
Eqal are also asking for ideas for an online commercial.
Jill Baskin, Kraft's senior director of integrated communication for the Cheese Business Unit, explained that the objective is to help consumers deal with what she called the "dinner dilemma".
The marketing push will involve spending half of the entire cheese and dairy division budget.
Cooking Creme will be available in the US in early 2011.
Data sourced from Advertising Age; additional content by Warc staff