Philadelphia Cream Cheese Strategy
Business Problem: Philadelphia Cream Cheese has lost tremendous market share as many consumers
switch to private label cream cheese.
Smooth Moving Co.
GET low to middle income New Yorkers WHO cannot afford a luxury lifestyle TO see Philadelphia Cream Cheese as the everyday luxury for them.
INSIGHT: Taste luxury everyday with Philadelphia.
IDEA: September is the most popular month to move into a new home, and in this economy, people are relying on their friends to pitch in. What if Philly Cream Cheese could provide a bagel break to groups moving in NYC, but still keep their move going smoothly?
Philly will create a 'Smooth Moving' sprinter van stocked with boxes of bagels & cream cheese and 4 buff smooth movers who will take over for your moving crew so that you can take a 20 minute bagel & cream cheese break! We will make sure your move keeps moving smoothly, while you enjoy a variety of our smooth and creamy spreads.
Our location will be updated via instagram, and we will encourage people to send us requests to help or come find us for a group bagel break.
It's Always Creamy with Philadelphia
GET Millennials and Gen Z consumers WHO are tapped into pop culture TO give KraftHeinz their 1st Party Data BY offering a prize that resonates with their fandom.
INSIGHT: Taste luxury everyday with Philadelphia.
IDEA: Cheese is an universally beloved food, and yes, cream cheese is cheese! However, there is one cheese loving icon who has never heard of cream cheese… Charlie Kelly.
Win the chance to introduce Charlie of ‘It’s Always Sunny in Philadelphia’ to his new favorite food, Philadelphia Cream Cheese! In this 1PD collection sweeps, one lucky grand prize winner will meet Charlie and sampling with him all the flavors of Philly cream cheese in a live steamed event.
