- Philadelphia Cream Cheese has debuted a new brand platform called Really Philly Good. The idea behind the effort is to reposition the brand, which was founded in 1872, as an everyday kitchen staple.
- The work, created by Johannes Leonardo, introduces a new brand character, Phillyboy, who brings to life the brand’s farm connections.
- To support the new platform, the company is kicking off a new 360 campaign with a series of :15, :30 and :60 spots deemed “The Adventures of the Phillyboy.”
Philadelphia sells 413,000 bricks and 250,000 tubs of cream cheese daily and is looking to increase sales by challenging the notion that cream cheese is just for bagels and cheesecake. The new effort represents a strategic shift to push the product as a kitchen staple to be included in a range of dishes.
“Really Philly Good celebrates Philadelphia’s 150+ years of dairy leadership as it reintroduces the brand and strategically positions Philly as an everyday kitchen staple, not just a spread,” said Kelli Srivastava, senior brand manager, Philadelphia Cream Cheese. “Rooted in the simple truth that Philly’s signature creaminess pairs effortlessly with a wide variety of foods, not just bagels and cheesecake, the new creative platform shows how Philly transforms any dish from good to Really Philly Good.”
The effort is the brand’s first creative refresh since 2021 and largest marketing investment to date. The campaign includes paid media across TV, streaming/CTV, YouTube, social, audio and creator partnerships. Premium placements will run on “The Bachelorette” and The New York Times, alongside influencer content on TikTok, Meta and Pinterest. Additionally the brand is creating a personalized, AI-powered meal planning tool on Allrecipes.com.
“We’re focused on consumers who want to feel more confident in the kitchen,” added Srivastava. “By positioning Philadelphia as the go-to ingredient that can simply elevate their cooking game, the brand is well-suited to become the kitchen staple for the next generation of home chefs.”The news comes as parent company Kraft Heinz has officially halted its planned separation into two companies after announcing it would split last year.
