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.

Restaurants often opt for private-label cream cheese to cut costs. Many don’t see Philadelphia as a necessary investment. Convince the restaurant owners it is silly not to use Philly. (B2B2C)

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

In many countries, Philadelphia isn’t just a brand —it’s the name for cream cheese itself. When people hear Philadelphia, they don’t think of Eagles. They think of the best cream cheese.

To make restaurant owners recognize Philadelphia’s undeniable influence on consumers, we showcased how Philadelphia is not only universally adapted in food but also in language. By highlighting its global name recognition, we proved that choosing anything else means settling for second best.

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.

Xinru Jiang | Strategist

Matt Gill, Apurva Giri Sunder | Art Director