Creative / Digital / Integrated / PR / Social Media / Foodservice
With Philadelphia Professional being inactive in the market for a number of years we were approached by Mondelez International and tasked with reigniting the chef’s love for this iconic product, whilst differentiating it against cheaper own label alternatives by showcasing its superior taste, quality and versatility.
The brief was to take an integrated approach to drive awareness of the Philadelphia Professional range, recruit new users through inspirational recipes and build a better understanding for existing users of its many uses outside of the norm.
Understanding how the product was perceived and currently used by chefs in various key sales sectors was a vital place to start, so jellybean conducted extensive product testing. The results were enlightening and enabled us to evidence the superiority of Philadelphia’s cream cheese versus three key competitors.
With everything tied together under the eye-catching campaign of ‘You Don’t Know Philly’, we worked closely with five well-known and respected chefs – each representing a key sector for Philadelphia. These chefs are fondly known as The Philly Five, and they each share their true POV on how useful Philadelphia is for them in the kitchen, enabling us to challenge chefs to discover a world beyond bagels and cheesecake.