CLIENT
Philidelphia Cream Cheese
Jess Vultaggio, VP, Brands & Creativity at The Kraft Heinz Company
Anne Field, Head of North American Brand Comms
Keenan White, Senior Brand Manager
Katinlin Kocsis, Associate Brand Manager
Jenna Thornton, Director of Communications/PR, North American Brands
Kate Mitchell, Manager, US Brand PR and Media Relations
Brittany Kaplan, Sales Planning Senior Manager
Goda Olin, Brand Manager, AFH
Megumi Takahashi, Culinary Associate Manager
AGENCY
Anselmo Ramos, Co-Founder & Creative Chairman
Andrea Diquez, Global CEO
Carmen Rodriguez, Global Chief Growth Officer & Partner
Ricardo Casal, North America Chief Creative Officer & Partner
Juan Javier Pena Plaza, North America Chief Creative Officer & Partner
Fernando Ribeiro, Global Chief Strategy Officer & Partner
Dean Paradise, Executive Creative Director
Bruno Mazzotti, Executive Creative Director
Andy Tamayo, Creative Director
Alexander Allen, Creative Director
Lauren Cooper, Creative Director
Cara Johnson, Creative Director
Rachel Fund, Copywriter
Clara Lvoff, Art Director
Guido Fusetti, Head of Art
Rebecca Miranda, Designer
Junia Parodi, Head of Resourcing
Renata Neumann, Head of Production
Gaby Levy, Senior Producer
Amber Peña, Producer
Emma Giorelli, Junior Producer
Joselyn Bickford, Head of Account Management
Monique Beauchamp Estrella, Group Account Director
Carolina Foster, Account Director
Diana Hernandez, Management Supervisor
Claire Golden, Account Executive
Maria Fernanda Perez, Senior Strategist
Isabella Perez, Senior Content Strategist
Rosa Cubas, Content Strategy Director
Zeno Group
Starcom
Street Factory Media
P57
SUMMARY
Philadelphia was under threat. In an inflationary economy with decreased purchasing power, Millennials and Gen-Z became price conscious and compromised, turning cheaper quality cream cheese brands into a serious alternative (Private Labels). This led to a decline in Household Penetration and an alarming ROAS compared to competitor brands that had little to no ad budget. The Tax Free Bagel campaign helped Philadelphia re-spark interest for an audience that had turned away from us, generated an increase in sales and achieved highly more effective ROAS compared to our previous year.
