- Kraft Heinz’s cream cheese brand Philadelphia has debuted a new OOH campaign that highlights the fresh milk and cream that the brand uses to make its cream cheese.
- The effort plays up on the brand’s connection to dairy cows with large images of the texture of a cow’s hyde.
- The campaign includes billboards, mobile billboards, deli placements, as well as print and social media.
As consumers seek more farm-to-table products that offer natural ingredients, Kraft Heinz is using the latest Philadelphia campaign to promote its long history and connection to real dairy farms.
This campaign, made in conjunction with GUT Miami, is designed to drive brand awareness with the connection to cows.
“We’ve maintained our status as the cream cheese category leader due to the quality of our product, so it’s only fitting that we highlight the key ingredients – fresh milk and real cream – that have kept consumers coming back for generations,” stated Keenan White, Senior Brand Manager, Philadelphia at Kraft Heinz Company. “Philly fans know a thing or two about the perfect schmear, and this campaign serves as a real, tangible reminder of this truth. We want to connect to the product experience in a fresh and creatively unexpected way and ground ourselves in what makes our product so special.”
The effort is running on mobile billboards driving throughout New York City, Chicago and Los Angeles with the intention of showing how cows roam free in the wild. Additionally, the brand is experimenting with “wild postings” aka placements outside delis and bodegas throughout New York City as well as billboards in Fall Creek, Wisconsin, the source of the brand’s milk. Additionally, the campaign includes traditional billboards in the Chicago market, as well as print ads in New York Magazine and a social media push.
