philadelphia cream cheese

ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Philadelphia Cream CheeseKraft and mcgarrybowen

for Integrated Advertising, Promotion, and Marketing Communications, 6e

Clow and Baack

ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 2

Philadelphia Cream CheeseThe Situation

• Sales relatively flat (+ or – 1%)• In United States cream cheese

• Spread on bagel• Ingredient for baking (cheesecake)

• Outside United States cream cheese used as• General spread with no limit• Dip


Focus Group Research

• Cream cheese• used for dips, spreads, and has no boundaries.

• Philadelphia Cream Cheese• is used only for bagels and cheesecake!


Research• Philly cream cheese had lost connection with

consumers• Goal – gain insight into

• Consumers• Philadelphia Cream Cheese brand• Cream cheese category• Where the three overlap


mcgarrybowen • Advertising Age’s 2009 Advertising Agency of the Year• AdAge included John McGarry in article “Ten Who Made Their Mark” in 2009• Entrepreneur ranked mcgarrybowen as #38 fastest growing businesses in America in 2008• AdWeek awarded mcgarrybowen the “President’s Award” in 2005• Founded in 2002 by John McGarry (CEO), Gordon Bowen (Chief Creative Officer), and

Stewart Owen (Chief Strategic Officer)• Dentsu holding company• Offices in New York City, Chicago, and London

mcgarrybowen New York office


mcgarrybowen • Examples of clients served include

• Kraft (Philadelphia Cream Cheese, Oscar Mayer, Crystal Light)• Kraft (Maxwell House, Miracle Whip, Chips Ahoy)• Disney• Pfizer (including Advil, Viagra)• 7Up• Marriott International• Chevron• Crayola• J.P. Morgan Chase• Verizon• Rust Oleum

mcgarrybowen New York office


mcgarrybowen The Philly Team

Account Team:President – Tim ScottAccount Managing Director – Robin OsborneAccount Executive – Kristin DetroyAssistant Account Executive – Nicole MarriottGroup Planning Director – Sean GirardinSenior Brand Planner – Elizabeth Brown

Creative Team:Creative Director (Art Direction) – Michael StraznickasCreative Director (Copy Writer) – Dave RegerExecutive Producer – Chris ArrudaSenior Art Producer – Susan CartlandDesign Team – Melissa Stolt and Russ Eadie


mcgarrybowen

• Campaign built around the idea that Philly is a catalyst for living a richer life – the consumer who uses Philly is the type who likes to stop and smell the roses and enjoy the scenery, and the campaign hopes to encourage the consumer to enjoy the richness Philly provides in dishes

• Encourage women who lead fulfilled lives to find joy in all the possibilities that Philly provides and allow her to expand her creativity to use Philly in all creamy dishes

• Create a campaign that is celebratory, contemporary, and appetizing


Integrated Campaign

Print

On-Line Contest/Community Television

Cookbook


Power of music make consumers pheel something

Communicate versatility of Philly Cream Cheese Communicate how easy it is to incorporate the ingredient into favorite meals to make the food creamier and more delicious

Television Ads

Courtesy of Whitelabel Films and Film Planet


Consumers submitted Philly recipe/how-to videos online Appetizers, side dishes, entrees, & desserts

Contest hosted by Paula Deen, but carried out by Kraft/Philly Recipes checked by Kraft Kitchens experts

High skill and low skill recipes received

$100,000 Real Women of Philadelphia Hosting Contest

Inspire the use of Philly Cream Cheese for cooking


16 finalists selected from all entries 4 (of 16) finalists were selected as the

“Real Women of Philadelphia”at a live event in Savannah, GA

Hosted the Real Women of Philadelphia website for remainder of year Became 4 vital voices of the community Hosted a recipe contest for the site Starred in branded How-To videos Publicity tour with Paula Deen






www.realwomenofphiladelphia.com

Website

http://www.realwomenofphiladelphia.com/


Spaghetti and Holiday ads Encourage consumers to cook with PhillyTips for creative incorporation Full recipes for baking

Print Ads


Print Ads


Campaign Results• Real Women of Philly and the other new Philly marketing

elements helped contribute to the first material lift in base volume for the brand in five years.


Campaign Results• By giving consumers a reason to use the brand in other ways• Philly achieved a 5.0% growth in sales for 2010 vs 2009• Philly achieved a 5.1% lift in net revenue for same time period• This lift occurred despite price increase in the product in 2010


Campaign Results

• Took Kraft Kitchens a decade to get 500 “paper” recipes• Real Women of Philadelphia

• Took three months to collect 5,000 in live-action recipes• Includes How-To video format• Recipes continue to pour in

In terms of consumer engagement


Campaign Results

Within the two quarters after RWOP launched, research shows consumers are positively shifting their consideration for cooking with Philly. From a custom Dimestore study, when asked “for which of the following would you likely purchase cream cheese,” Philly observed a 27% increase in consumer responses for baking, and a 40% increase in responses for cooking (among control vs. exposed consumers).

philadelphia cream cheese

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