CLIENT
Philadelphia
Philadelphia
Kirsten McPherson, Client Lead, Marketing Director
Ellie Swales, Client, Brand Manager
Chloe Jean-Marie, Client, Senior Brand Manager
Andrea Consonni, Client Insights Lead, Senior Category Development Manager
Mondelez Europe GmbH
Derya Seyman, Head of Philadelphia Equity & Strategy
Chiara Missio, Senior Director Marketing
AGENCY
Julia Manstead, Primary Author, Strategist
matthew waksman, Contributing Author, Head of Strategy
Hannah Wren, Contributing Author, Global Strategy Partner
Dani O'Donnell, Account Lead, Managing Partner
Jules Chalkley, Chief Executive Creative Director
Dan Bennett, Consulting Partner & UK Lead, Behavioural Science
Lily Greenwood, Programme Director
Sam Cartmell, Deputy Executive Creative Director
Dave Towers, Design Executive Creative Director
Jakub Hodbod, Chief Strategy Officer
Kathryn Smith, Account Director
Peter Park, Client Partner
Publicis Media
Cynthia Hsu, Contributing Author, Account Director
Felicity Bowen, Contributing Author, Strategy Partner
SUMMARY
For over 150 years, Philadelphia has been the iconic cream cheese.
Years of focusing on functional attributes meant Philadelphia was getting lost within a highly commoditised category and was losing share to supermarket own brands (which sold at half our price).
Using behavioural science, we elevated Philadelphia from a functional cream cheese to a brand that stands for friendship at a time when the bonds of friendship are increasingly strained.
Investing in our emotional strategy meant we outperformed supermarket own brands, reversed our declining market share, and ended 2023 back in positive growth.
