Description
Philadelphia, the Mondelēz International-owned cream cheese brand, has unveiled a new campaign starring TV chef and broadcaster Andi Oliver and social media star Poppy O’Toole. The push, called “Philadelphia Brunch”, was developed in partnership with creative agency elvis and media agency Publicis Media, based on a strategic and creative platform by Ogilvy.
elvis was tasked with leveraging Philadelphia’s “You’ve Got A Friend in Philly" positioning to make consumers feel more emotionally connected to the brand versus the competition, with a compelling campaign themed around brunch, an occasion rooted in friendship. The activation seeks to drive fast penetration and bridge market share, with a particular focus on millennials.
A new on-pack activation gives people the chance to win a VIP brunch hosted by TV chef, broadcaster and Celebrity Gogglebox star, Andi Oliver. To support this, elvis and Publicis Media worked with Philadelphia to create a dynamic campaign to run across paid and owned channels such as YouTube, and social media, featuring Oliver and her real-life friend, social media sensation Poppy O’Toole.
elvis has used the brand’s “You’ve Got A Friend in Philly" platform to create a campaign that brings people together, aiming to brighten the nation’s mood by highlighting the fun of time spent with friends over brunch, with a light and uplifting tone.
The push elevates brunch as a leisurely, generous meal shared between friends to drive meaningful and emotive associations. Oliver and O’Toole have been selected as stars of the campaign as they offer mass reach and recognition, as well as aligning with Philadelphia’s brand values through their love of food and friendship.
The campaign heroes Philly, friendship, and the partnership with Oliver and O’Toole. This is further amplified by a special sponsored episode of Andi and daughter Miquita Oliver’s podcast ‘Stirring It Up’, guest-starring O’Toole.
This professional campaign titled 'Philadelphia Brunch' was published in United Kingdom in July, 2024. It was created for the brand: Philadelphia, by ad agency: elvis. This Digital medium campaign is related to the Food industry and contains 3 media assets. It was submitted over 1 year ago by Owner: Julia Conroy of Julia Conroy Limited.
Credits
Mondelēz International - Philadelphia:
Kirsten McPherson - Marketing Director
Chloe Jean-Marie - Senior Brand Manager
Ellie Swales - Brand Manager
Bansi Mehta - Junior Brand Manager
Derya Seyman - Head of Philadelphia Equity & Strategy
Creative agency: elvis:
James Bougourd - Creative
Elli Stone - Creative
Millie Coverdale - Account Director
Natalie Conway - Account Manager
George Stovell - Creative Producer
Ruby Cumming - Strategist
Jenna Russell - Strategic Group Head
Rhys Clarke - Motion Designer
Peri Chui - Motion Designer
Jodi Chupka - Social Media Manager
Dylan Gordon - Digital Project Manager
Emma Gray - Digital Designer
Neil Carding - Head of Studio
Nick Swaffield – Senior Creative Retoucher
The Big Sky:
Director - Caroline Hajny
Producer - Rory Ford
DoP - Darren Ladbury
H&MU Artist - Kellie Licorish
H&MU Assistant - Cindy Julian
Wardrobe Stylist - Sanda Bell
Food & Props Stylist - Adam Ziska
Food & Props Assistant - Charlotte Whatcott
2nd Cam - Harry Basey
Gaffer - Jeff Celis
Spark - Cristian Trujillo Celis
Sound Recordist - Rory Cargill
Runner - Antony Popov
INSTA: @thebigsky_productions
WEB : http://www.thebigsky.co.uk
Ogilvy PR:
Molly Heron - Influence Account Director
Stephen Farrell - Influence Business Director
Ogilvy:
Dani O'Donnell - Client Partner
Hannah Wren - Strategy Director
William Grooms - Art Director
Ben Connell - Copywriter
Publicis:
Cynthia Hsu - Account Director
Matt Gray - Account Manager
Paige Tilley - Business Director
