ART DIRECTOR: Matt Gill STRATEGIST: Xinru Jiang ART DIRECTOR: Apurva Giri Sunder

The Situation:

We needed to convince restaurant owners that it would be silly to not use Philly.

The Insight:

In many areas of the world, regardless of language, people think of cream cheese when they hear “Philadelphia”. The brands name has become a universal language for cream cheese—with people from around the world simply calling it “Philadelphia”.

The Strategy:

Target restaurant owners by positioning Philadelphia cream cheese as the irreplaceable and most versatile ingredient for restaurant owners to make authentic food from across the world. We will accomplish this through OOH, video, social and experiential executions.

The Campaign:

In Every Corner of the World, it’s Philadelphia.

No matter the country or tongue, one word is synonymous with the world’s best cream cheese: Philadelphia.

From Tokyo cafés to Parisian bakeries and bustling markets in Rio, “Philadelphia” needs no translation. It stands for the same smooth, creamy quality that has made it a staple in kitchens across the globe.

OOH:

Experiential & Social Media:

Philadelphia Presents “Around the World in 80 Plates” World Tour

Winning recipes will be featured during an eighty day social media campaign, where each days post features a new dish from around the world.

At the conclusion of the social media campaign, Philadelphia invites the participating restaurants to a weekend long event in the most diverse city in the world, New York City.

Philadelphia invites restaurants from across the globe to showcase their culinary creativity by submitting a dish that features Philadelphia cream cheese as a key ingredient in their recipe.

While the restaurants and recipes are promoted during the social media campaign, consumers in the featured restaurants cities can actually experience the dish by stopping by the “Philly Phood Truck” to get a taste.