Conceived for a pitch to introduce Philadelphia Cream Cheese into the local market. Campaign was meant to tie in with mass market consumer sampling.
Sources:
surveymonkey.com, WARC & EuroMonitor
4. Summary of Brief
// TRENDS:
Growing consumer awareness for
cheese & its’ health benefits.
Seeking healthier alternatives in
spread. Taste is a key purchasing
factor. Spend more on better
quality cheese & spread.
// PRODUCT:
Rich creamy taste & texture,
wholesome dairy goodness,
versatile application, 60% less fat
than butter & margarine.
5. Summary of Brief
// BRAND:
Market leader in cream cheese. “Permissible
Indulgence” & “A Little Taste of Heaven” Light‐
hearted, simple & carefree.
// POSTIONING:
Bread spread for a delicious and wholesome
breakfast.
// CHALLENGE:
Increase visibility and communication in‐store.
Induce trial and make the brand “sexy”. Leverage
on heavy sampling activities.
10. Insights & Strategy
Disclaimer: You’re still the expert of your
brand and product.
We’ll like to spark off a little healthy debate
and push the boundaries a little further.
Our supporting evidence comes from
warc.com, Euromonitor & SurveyMonkey.
14. Insights & Strategy
// Why shift the recommended positioning from
a breakfast spread to a broader ingredient?
Because our target audience recognise that
cheese has a broader application. They use it to
cook and snack as well.
Kraft Singles and Smiling Cow makes it easier to
consume cheese.
20. Insights & Strategy
“But research had uncovered that she's
not a risk taker in the kitchen – she's a
busy woman who doesn't have the time
for failure.”
Source: Warc.com, Case Study on Kraft Philly – Cooking
up a little taste of heaven (JWT Canada)
23. Insights & Strategy
// Why address the brand as a moment worth
sharing for a little taste of heaven?
It provides a creative twist to our approach. A
lifestyle approach relates better in a multi‐
cultural society.
It strengthens the key identifiers (angel, heaven
& permissible indulgence) of the brand and
make the campaign unique.
24. Insights & Strategy
“The angel has been a personification
of the brand: sophisticated, flirtatious
and approachable.”
Source: Warc.com, Case Study to Philly Cream
Cheese 1997 (JWT Canada)