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
