CHICAGO — Buoyed by early success, Kraft Foods is putting more marketing muscle behind the repositioning of Philadelphia Cream Cheese as a versatile cooking ingredient, spending big to introduce a new product, Philadelphia Cooking Creme.
The reduced-fat, creamy and spoonable version of the iconic brand will hit stores early next year and be accompanied by one of the largest ad campaigns in company history, officials told Ad Age. "We're thinking this is going to be one of the biggest launches that cheese and dairy has ever had," said Adam Butler, brand manager for Philadelphia. "We're going big. We've got a huge marketing campaign scheduled against it."
That said, Kraft did not disclose the ad budget, other than to note that it will consume half of the Philadelphia Cream Cheese budget for next year.
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