Philadelphia - Try It On

This campaign describes the repositioning of Philadephia cream cheese as an ingredient rather than a spread, in order to drive brand growth in a stagnant market in which it already commanded an 85% share.

Philadelphia – Try It On

AgencyJWT MelbourneAdvertiser Kraft FoodsAuthor Angela Morris & Anuj Mehra


At the end of 2008, after two very lackluster and stagnant years Philadelphia was desperate for growth. The ambition was not for any small, incremental growth, but to go for a big, hairy and audacious objective – unprecedented growth. But how? The two conventional sources of growth were evaluated, but discounted:-

  1. Growth within the Spreads category: Philadelphia's success as a brand has been built on the back of being an indulgent, yet low fat, butter substitute. However, the spreads...

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