food

Philly Cream Cheese Rolls Out Spanish-Language Campaign

Philadelphia Cream Cheese is running a Spanish-language campaign with the same theme but different creative from its English-language “It Must Be Philly” campaign.

The “Tiene Que Ser Philadelphia” campaign, targeted to Spanish-speaking U.S. Latinos, includes a 30-second ad to run during most of 2017 on Spanish-language television networks including Telemundo, Univision and Unimas. It also includes Spanish-language video running online.

The lead creative agency is Lapiz. 

Building on the Hispanic market’s affinity for Philly Cream Cheese, the TV creative shows a little boy who’s clearly not thrilled about spending his morning visiting his “tia” (aunt) with his family — until he spots the Philadelphia Cream Cheese amid an array of breakfast foods laid out on his aunt’s table (shown here).

advertisement

advertisement

Although the English-language campaign’s TV spot is set in an office, the two campaigns share the goal of conveying that the Kraft Heinz cream cheese brand can help make everyday experiences more enjoyable. They also share secondary messaging about the product’s “clean” ingredients profile.

Philadelphia Cream Cheese may release another Spanish TV spot in time for the 2017 holiday season, according to a brand rep.

Next story loading loading..