Mondelēz International’s soft cheese brand, Philadelphia, will bring its Philadelphia angels back to UK television screens this spring as part of a £7m equity campaign aimed to drive penetration among consumers.
The 30-second spot will show how Philadelphia can bring a touch a pleasure to shared moments throughout the day, featuring two angels having a light-hearted conversation over Philadelphia. The adverts will include Philadelphia original and Philadelphia light variants used in a variety of dishes such as spread on thick crusty bread, topped on a jacket potato or used to make a cheesecake.
The campaign will run for the duration of the year with five different instalments supported by digital and in-store activity. The debut campaign will run between 25 April and 22 May.
Koen Baas, senior brand manager for Philadelphia, said: “With the launch of our new angels equity campaign our ambition is to grow Philadelphia and the soft white cheese category. The angels platform is synonymous with the brand, enabling Philadelphia to reconnect with consumers’ hearts and have a clear role in their lives.
“When we tested the new angels platform with consumers, they had a very positive response. The new creative will put Philadelphia front-of-mind and inspire them to add it to their shopping list and pick it up from the cheese aisle, with the aim to incrementally grow sales for the soft white cheese and broader cheese category.”
© FoodBev Media Ltd 2020
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