- Philadelphia cream cheese has launched “Battle of the Cheeses,” a playful campaign tapping into the rivalry between Philadelphia and Green Bay ahead of Sunday’s football matchup.
- The brand is encouraging Eagles fans attending the Nov. 10 game in Green Bay to challenge the iconic Packers Cheesehead hats and show Philly pride by wearing a Philadelphia Phillyhead hat.
- The official, limited-edition “Phillyhead” cream cheese hats are on Amazon for $3.19 – the exact cost of one brick of Philadelphia cream cheese.
Developed with creative agency Rethink, the campaign is focused on Philadelphia’s tradition of turning cultural moments into brand connection. The Kraft brand was inspired by the Philadelphia cream cheese hats that some Philly fans have been crafting themselves since 2016 and decided to lean in.
“We’re declaring this year’s Philadelphia-Green Bay matchup the ‘Battle of the Cheeses’ – making fan creations a reality with the official Phillyhead. Philadelphia and the City of Brotherly Love share much more than just our name, and each of these campaigns reflects our excitement to be a part of a fanbase with some of the most heart, pride and personality on earth,” Kelli Srivastava, senior brand manager for Philadelphia cream cheese.
The brand has consistently played into the Philly sports fandom, from its 2023 “Cover the Spread” Super Bowl sweepstakes to its “Philly Haters” campaign, which offered fans in rival cities the chance to win a year of free cream cheese to prove that no one can resist a taste of Philadelphia.
Modeled after the brick of cream cheese, the Phillyhead put the product at the center of an ongoing cultural conversation. The launch underscores how fan behavior inspires the brand’s innovation strategy.
“Our fans inspire everything we do – from launching cream cheese-stuffed olives to releasing the new Cinnamon Cream Cheese Frosting after the debut original flavor sold nearly one million units in its first year,” continued Srivastava. “Every one of our innovations begins by listening to what consumers are creating and craving, and that same mindset guides how we show up in culture.”
