You Don’t Know Philly

Creative / Digital / Integrated / PR / Social Media

the task

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.

 

the solution

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.

 

the results
  • Over 250 recipe books downloaded to date
  • More than 615,000 total OTS from PR coverage to date
  • £55,000 total EAV to date delivered from PR with an ROI of 10:1
  • Over 2,600 visits to the website since launch
  • Doubled Instagram following in under six months
  • Given the sales team the opportunity to open doors with new contacts within key customers
We came to Jellybean in January 2020 with an ambitious brief and a gap in industry knowledge. Where we are today is a testament to Jellybean’s capability – we have a brand new website, fantastic PR coverage, a new social media profile, eCRM marketing; all strengthened by our engaging and disruptive creative that has real credibility in the market due to the strategy in place. A big thank you to everyone at Jellybean for the constant support and energy, over what has been a turbulent time!
Brand Manager at Mondelēz International
Confex Digital Supplier of the Month
“Andrew and the marketing team at Jellybean Creative are always proactive in ensuring there is plenty of digital content to go out. Recently they have been provided excellent videos regarding their Food to go ambassador and tasty recipes using Philadelphia. For May especially Andrew was great in providing content for the Queens Jubilee- well done all!”
Tom gittins
Managing Director, Confex Ltd

Jellybean Creative Solutions

jellybean is an award-winning independent food and drink integrated marketing agency, specialising in foodservice, convenience retail, trade FMCG and consumer. Offering a one-stop-shop, from consultancy to activation across design, marketing, PR, social and digital communications.

Contact Details…
  • Jellybean Creative Solutions,
    15-17 The Crescent,
    Leatherhead,
    Surrey
    KT22 8DY
  • +44 (0)1372 227950
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