Mondelez is kicking off 2018 with a new £5.3m ad campaign for Philadelphia, which aims to inspire shoppers to create new recipes using the soft cheese for lunch and dinner.
It said the 20-second push, launching today (8 January), opened with a user-generated clip of a “real moment that captures real emotion” before concluding with a Philadelphia meal “showing the uplifting mealtime moments that can be created and savoured in everyday life”.
Mondelez said the brand’s 2018 marketing would be a progression of themes first outlined last year, when TV cook Lorraine Pascale shared a range of weekly dinner recipes. This year’s campaign would span TV, press digital and in-store activity.
“Our everyday lives are getting busier and therefore we can rush through life, missing small but special moments, which we may regret later in life,” said Philadelphia brand manager David Cameron.
“The new creative will connect with consumers using uplifting user-generated content and then through our product, showing that Philadelphia’s unique taste can help them appreciate the joy of everyday moments. We believe this will unlock further sales, both in the main shop and top-up shop.”
The brand posted value sales of £89.8m last year, down 5.4% [The Grocer Top Products 2017/Nielsen].
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