Philadelphia cream cheese is recasting its marketing to focus less on its fresh ingredients and more on how its products can elevate simple moments.
A campaign kicking off Monday in the U.S. features the new tagline "It must be the Philly." The first TV commercial in the Leo Burnett campaign shows office workers happily rushing into a budget meeting. Why? Food being served at the meeting includes bagels and Philadelphia cream cheese.
"It's really about finding these small human truths, these very real moments and situations that happen," said Jessica Ryan, who became director of brand building for Philadelphia in November.
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