Philadelphia Cream Cheese: Cheesecake is Everything

Maria Fernanda Perez, Bruno Steffen, Fernando Ribeiro

Philadelphia Cream Cheese, a dairy product brand, launched its Cheesecake Is Everything campaign during the end-of-year holidays in the US to drive sales and build a stronger positive association of Philly in consumers' minds.

Campaign details

Brand: Philadelphia Brand owner: Kraft Heinz Company Entrant company: GUT, Idea creation: GUT Miami Market: United States Sector: Dairy products, fats, oils Media channels: Merchandise & free gifts, Online display, Outdoor, Out-of-home, Print - general, Social media, Websites & micrositesBudget: 5 - 10 million

Executive summary

Back in 2021, the pandemic crisis led to a shortage of Philadelphia Cream Cheese, resulting in a missed opportunity to capitalize on the end-of-year holidays, where cheesecake sales typically soar. Going into the 2022 Holidays, the...

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