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Kraft Spreading The Wealth For Philadelphia Cooking Creme

  • Ad Age, Wednesday, October 27, 2010 10:44 AM
Kraft is readying one of the largest ad campaigns in its history for Philadelphia Cooking Crème, a reduced-fat, creamy and spoonable version of the brand that dates back to 1880 and was acquired by Kraft in 1928, EJ Schultz reports. The new version will be on grocery shelves early next year and print and TV ads are scheduled to launch March 1.

The new product comes in four flavors: original, Italian herb, savory garlic and Santa Fe. McGarryBowen's campaign will promote it as a sauce for just about anything else you can put in a pan and will focus on solving the "dinner dilemma," says Jill Baskin, Kraft's senior director of integrated communication for the cheese business unit.

"We're thinking this is going to be one of the biggest launches that cheese and dairy has ever had," says brand manager Adam Butler. "We're going big. We've got a huge marketing campaign scheduled against it."

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