Kraft’s Philadelphia Cream Cheese is upping the ante with its latest campaign, going big with a new OOH, TV and experiential campaign.
Rolling out in major metropolitan areas across Canada, the brand is pushing out its new creative – with the tagline “Philly up” – as part of a greater push at Kraft to refocus on a handful of its iconic brands by creating “magnetic ideas.”
Kraft Canada has already rolled out new brand positioning for Kraft Dinner, Peanut Butter and Nabob coffee, and Philly is the latest in line, with new commercials hitting the airwaves late last week.
The Philly push, by Toronto-based Union creative, features a mom tackling the chore of dressing her young son, ending with a shot of her with two stripes of cream cheese across her cheeks. That image will run as the OOH as well, because it was such a striking shot, says Rebecca Harth, brand director, Philadelphia. The brand had only started using OOH last year, on a smaller scale, to roll out new product offerings, however the image at the end resonated with consumers, so Harth said they decided to roll out more work on the platform for this campaign.
“There’s a cheekiness to it,” Harth says (unsure if pun was intended). “It’s very quick and easy to understand.”
“Philly up” will run until the end of the year, with new creative elements dropping in May (including new TV spots), June (including experiential and the aforementioned OOH), and then again in September, Harth says. It’s an extensive media buy, handled by Starcom MediaVest, with TV split between primetime and specialty, on channels such as W and Slice. The campaign will also be pushed out through social channels, such as Facebook, Twitter and Pinterest, as well as leveraging the brand’s online community of “The Real Women of Philadelphia.”
Like its sister brands, the cream cheese line is doing away with the traditional demographic, focusing instead on a psychographic profile of consumers, who believe that Philadelphia helps them get through a day.
“When they consume Philly, there’s a moment of sheer enjoyment and a feeling that they can take on anything that comes their way,” she says.
Future TV spots will also be rooted in real-life, “game on” scenarios. “We want consumers, regardless of their gender, age or household income to be able to relate or see themselves in our advertising,” she says.
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