• by Karlene Lukovitz  @KLmarketdaily, January 27, 2017

Philadelphia Cream Cheese’s latest campaign, which debuted in Canada last year, is now launching in the U.S.

Taglined “It Must Be The Philly,” the creative, from AOR Leo Burnett Toronto, adds an emotional element to the brand’s functional appeal. The message: Philly’s “creamy taste” and quality ingredients (“fresh milk and real cream”) can brighten one’s day by making routine experiences and tasks better.

The advertising also underlines the products’ clean profile: no artificial preservatives, flavors or dyes.

The first TV spot (30-second version below) leaves the viewer wondering why office workers seem mysteriously psyched about being called into a budget meeting — until it’s revealed that bagels and Philadelphia Cream Cheese are provided in these meetings.  

The campaign also includes a 15-second version of the TV ad, and digital and social media elements.  

In this case, the KPIs are raising awareness, attitudinal equity and purchase intent, Leo Burnett told StrategyOnline.ca. 

The campaign will also help support the brand’s launch of snack products early this year, including cheesecake cups, bagel chips packaged with cream cheese dips in a variety of flavors, and a garlic and herb cream cheese spread.