- Kraft Heinz’s Philadelphia Cream Cheese is bringing its flavors to the beverage world via a partnership with Ziggi’s Coffee to create an “Everything Bagel Latte.”
- The drink tops the coffee chain’s traditional iced latte with a Philadelphia Cream Cheese cold foam and topped with everything bagel seasoning. The drink will be available at Ziggi’s Coffee locations nationwide through August 17.
- The two brands have been promoting the offering with teaser content on Reddit, Meta and TikTok, as well as creator content and digital out–of–home. The brands will employ geo-targeted content around participating Ziggi’s locations to drive foot traffic. The campaign was developed by Rethink.
The videos depict a knife spreading what looks like cream cheese across a surface, with the words “so creamy” and “so smooth” appearing on the screen. A straw punctures the illusion with a needle scratch and the words “so sippable?” appear. The video then moves to a product shot declaring the beverage is “the first bagel you can drink.”
“Philly has owned the morning bagel ritual for years, so it was only natural to bring that richness to another pivotal part of the morning—your coffee,” said Michelle Budge, associate creative director and art director at Rethink, in a statement provided to Brand-Innovators. “It’s a brand-new way to enjoy Philly, designed to grow brand love with today’s more adventurous snackers.”
The offering is based on research indicating nearly two-thirds of consumers are interested in trying “new and adventurous” coffee drinks, according to Kraft Heinz. The Everything Bagel Latte is Ziggie’s first-ever savory latte offering, and is based on the sales of the chain’s Everything Bagel Breakfast Sandwich.
“The Philadelphia Everything Bagel Latte is a fun way to showcase the versatility of our cream cheese while staying true to the flavor combination consumers already know and love,” said Traci Graziani, head of away from home brand & trade marketing for Philadelphia Cream Cheese, in a release. “For over 150 years, Philadelphia has brought creamy, delicious flavor to the foods people love most. Whether on a bagel, in a recipe or now in your morning coffee, Philadelphia continues to deliver the creamy taste that makes every bite – or sip – Really Philly Good.”
