Philadelphia Cream Cheese is putting its best merch foot forward with a schmear sock drop.

What appear to be a set of fairly simple plain tube socks, on closer inspection, actually have the pattern of a schmear of cream cheese on a bagel. The socks are available in three flavours – Original, Chive & Onion and Strawberry – and each pair comes in a version of Philly’s packaging.

According to Kraft Heinz, the socks build on Philadelphia’s new “modern tone” and sparking conversation, particularly with younger demographics. In addition to updating its approach to traditional ads, Philly’s recent marketing has also included things like social ads inserting the brand into conversations about recent climate protests that involved using food to vandalize works of art like the Mona Lisa.

The socks are also about approaching trends, continuing to listen to the consumer’s growing needs and engaging with fans in a new and exciting way.

“As a consumer-obsessed leader in the cream cheese industry, Philly is always looking for new ways to approach trends and actively engage diverse Canadians with unique, multisensorial experiences,” says Keenan White, senior brand manager for Philadelphia Cream Cheese at Kraft Heinz. “Philly Schmear Socks showcase how the brand is able to move at the speed of culture and create experiences that excite new audiences to be a part of the brand’s growing community and build awareness across North America.”

White tells strategy that while not merch, this past December, Philly launched a limited-edition baking kit in the U.S. as part of its holiday campaign “Cheesecake is Everything,” encouraging fans to bake a stylish Philly Handbag.

The cultural moment Philly is responding to this time is Nike dropping a shoe inspired by Montreal bagels. In addition to being available through the brand’s app, they were also for sale at a Montreal boutique on Friday, leading many local sneakerheads to wait in line for hours during a snowstorm.

This is a social-led campaign rolling out across North America on Phily’s U.S. and Canadian Instagram feeds. The socks will soon also be available for purchase online.

The creative campaign and production was developed by Rethink, with Carat on media and Middle Child and Zeno Group on public relations.