Philadelphia Cream Cheese just launched a new campaign focusing on its fresh ingredients. The ads will highlight several key brand features – all fresh ingredients including local milk and real cream, minimal preservatives, and six days from farm to market. (Lukovitz, 2013)
The approach is based on research which indicated that people think cream cheese is a highly processed food. It replaces a campaign that employed an emotional approach and featured multiple generations cooking with and enjoying the brand, so it’s a big departure.
Here’s the ad:
What do you think? Is it a smart move? Will it work?
Lukovitz, K. (2013, January 31) Philly Cream Cheese Campaign: We Set the Standard. mediapost.com. Retrieved February 6, 2013, from http://www.mediapost.com/publications/article/192355/philly-cream-cheese-campaign-we-set-the-standard.html?edition=56075#axzz2KAEJp1S6