Kraft Philly - Cooking up a little taste of heaven

By end of 2007, Philadelphia Cream Cheese had grown to become the leader in the cream cheese category, with 89% of usage coming from spreading, particularly on bagels at breakfast.

Kraft Philly – Cooking Up a Little Taste of Heaven


Business Results Period (Consecutive Months):January 2008 – December 2008
Start of Advertising/Communication Effort:January 7, 2008
Base Period for Comparison:January 2007 – December 2007

a) Synopsis of the Case:

By end of 2007, Philadelphia Cream Cheese had grown to become the leader in the cream cheese category. After creating the widely-loved and successful “Little Taste of Heaven” campaign, we spent 15 years convincing consumers to spread their Philly on a bagel in the morning. With 89% of Phillyusage coming from...

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