Philadelphia is the standard in cream cheese (for 150+ years) and has a large Away From Home business in addition to its traditional retail/grocery business.

“Street” Restaurant Operators represent a significant portion of Philadelphia’s “Away From Home” business, but Philadelphia’s $ market share struggles more in this segment of restaurants and even more so within non - bagel restaurants. But unlike products like Heinz Ketchup, Philadelphia is often behind the scenes (back of house– used in the kitchen vs. on the table (front of house)– making it extra challenging for the brand to make an impact in consumers’ hearts and minds wherever they may eat/be. Simply put, restaurants think Philadelphia just isn’t worth it.

Convince restaurant operators that it would be silly to not use Philly.

Philadelphia Cream Cheese is sold in over 80 countries, making it one of the most widely recognized cheese brands in the world. On a global scale, when people outside the United States talk about Philadelphia, their first association is often with cream cheese rather than the city or state in the U.S.

• In Japan, where Philadelphia cream cheese is well-known and used to make Japanese soufflé cheesecake, which is much airier than a traditional iteration, as well as a rare cheesecake.

• In Spain and Italy, when people refer to cream cheese in a recipe, it is written as 'Filadelfia' and pronounced 'Pea-la-del-fia.

On a global scale, the name of the brand is so well-known and beloved that people use 'Philadelphia' to refer specifically to cream cheese. Meaning, in every corner of the world, it is Philadelphia.

Philadelphia is a globally recognized brand that offers:

• Creaminess - The brand is perceived as significantly creamier than not only other cream cheese brands, but also adjacent spreads like peanut butter or Nutella.

• Quality – Philadelphia is made with fresh milk & real cream, and uses no artificial colors, flavors, or preservatives.

• Versatility – Philadelphia can make anything creamier, not just the ole bagel or cheesecake.

Showcase Philadelphia cream cheese is THE irreplaceable, most versatile ingredient for restaurant owners to make authentic food across the world.

Strategy: Xinru Jiang

AD: Matt Gill