Description
This month, Philadelphia Cream Cheese debuts Really Philly Good, a new brand platform designed to reintroduce the century-old brand as an everyday kitchen staple. Rooted in Philadelphia’s dairy heritage, the platform introduces a new brand character, Phillyboy: a personification of the brand’s journey from farm to kitchens across America.
Developed by Johannes Leonardo, the platform launches with a 360 campaign led by a series of :15, :30, and :60 spots, “The Adventures of the Phillyboy.” With 19 total spots, the films center on four approachable recipes—scrambled eggs, pesto pasta, chili dip and the classic bagel—and feature Phillyboy arriving just in time to elevate everyday meals, showing how a simple touch of Philadelphia can make any dish Really Philly Good.
WHY IT MATTERS: Built on 150+ years of dairy leadership, Philadelphia is redefining its role in culture by introducing a lovable new brand character and showing off its range beyond the expected use cases. Really Philly Good represents a strategic shift for Philly spotlighting the brand as more than just a spread, but a kitchen staple poised to effortlessly enhance a whole host of foods, from pasta and potatoes, to soups, dips and more.
HOW IT COMES TO LIFE:
Marking the brand’s first creative refresh since 2021 and largest marketing investment to date, the 360 paid media campaign spans TV, streaming/CTV, YouTube, social, audio and creator partnerships.
Premium placements with “The Bachelorette” and The New York Times, alongside social and influencer content across TikTok, Meta and Pinterest anchor the platform in both cultural moments and trusted content environments. The plan is designed to drive reach and frequency with key consumers, reinforcing new habits and use cases with a new generation of everyday cooks.
In partnership with recipe hub and culinary magazine, Allrecipes, the brand is creating a personalized, AI-powered meal planning tool to help consumers discover new ways to make their meal Really Philly Good. The tool will be accessible on Allrecipes.com.
TIME-STRAPPED FLAVOR-SEEKERS: Really Philly Good positions Philadelphia as an easy, confidence-building ingredient that delivers creaminess and flavor without added effort—especially since Philadelphia is a staple in over 131M+ U.S. households.
MEET PHILLYBOY: As a brand that sells nearly 413,000 bricks and 250,000 tubs of original cream cheese each day, Philadelphia is the quiet ingredient that has become ubiquitous in kitchens over its 150 year history. Phillyboy brings that legacy to life, embodying the brand’s dairy heritage with a schmear of humanity while empowering home cooks of all skill levels. Introduced with an Origin Story spot, he appears wherever people need him, becoming a familiar face in culture and guiding new generations to take their meals from good to Really Philly Good.
This professional campaign titled ' The Adventures of the Phillyboy' was published in United States in February, 2026. It was created for the brand: Philadelphia Cream Cheese, by ad agency: Johannes Leonardo. This Film and Integrated media campaign is related to the Food industry and contains 1 media asset. It was submitted 7 minutes ago.
Credits
AGENCY: Johannes Leonardo
Co-Founder & Creative Chairman: Jan Jacobs
Co-Founder & Creative Chairman: Leo Premutico
Chief Creative Officer: Jonathan Santana
Executive Creative Director: Lex Beltrone
Creative Director: Grace Martin
Creative Director: Alex Smith
Senior Copywriter: Amanda Wennberg
Senior Art Director: Ernest Chan
Executive Design Director: Justin Walsh
Senior Designer: Molly Dauphin
Designer: Manmeet Sodhi
Junior Designer: Hongjin Lan
Junior Designer: Radhika Chauhan
Chief Strategy Officer: Dan Ng
Strategy Director: Anthony Perez
Head of Communications Strategy: Jonathan Daly
Communications Strategy Director: Jim Rech
Communications Strategist: Cameren Moncrieffe
Group Account Director: Jack Beck
Account Director: Audrey Thorn
Account Supervisor: Allie Graham
Account Manager: Shenea Walker
Senior Project Manager: Destiny Heggins
Head of Production: Rebecca O'Neill
Group Executive Producer: Ken Kitch
Executive Producer: Kelly Treadway
Producer: Anna James
Associate Producer: Maya Cornelius
Associate Producer: Omar Zapata
Director of Business Affairs: Alesa Blanchard-Nelson
Senior Business Affairs Manager: Krishna Shah
Senior Business Affairs Manager: Librado Sanchez
PRODUCTION PARTNERS
Director: Nick Gordon
Photographer: Juan Sanchez
Production Company: Somesuch
Managing Director: Seth Wilson
Executive Producer: Ryland Burns
Producer: James Greenhall
Production Manager: Fatima Zaman
EDITORIAL: Cartel TV
Managing Director: Lauren Bleiweiss
Executive Producer: Evyn Bruce
Head of Production: Malini Kartha
Producer: Persia Anderson
Lead Editor: Eve Ashwell
Editor: Tony Wang
Assistant Editor: Attiyya Settle
VFX: Untold Studios
COLOR: Color Collective
Color Executive Producer: Claudia Guevara
Colorist: Alex Bickel
Color Assistant: Kyungchan Min
MUSIC: Human Worldwide
Managing Director / Global Executive Producer: James Dean Wells
Composer: Matthew O’Malley
MIX: Post Human
Post Producer: Rob Suchecki
Engineer: Daryl Pinsdorf
MEDIA AGENCY: Carat
Vice President, Planning: Sean Cooray
Director, Strategic Planning: Kelsey Meier
Associate Director, Planning: Nicole Raymond
Senior Manager, Planning: Nicole Wohlberg
Manager, Planning: Elizabeth Schuler
Senior Associate, Planning: Hayden Semisch
Director, Paid Social: Rebecca Leondi
Senior Manager, Paid Social: Kate Adams
Manager, Paid Social: Angela Chiu
Senior Associate, Paid Social: Morgan Ray
Senior Associate, Paid Social: Simone Marshall
Associate, Paid Social: Xavier Nou
Vice President, Digital & Programmatic: Lauren Johnson
Director, Digital & Programmatic: Chelsea Davis
Senior Manager, Digital & Programmatic: Shannon Kearns
Senior Associate, Digital & Programmatic: Grace Mines
Senior Associate, Digital & Programmatic: Divakar Pullemula
Senior Vice President, Portfolio Management: Regina Gil
Vice President, Portfolio Management: Jackie Hinke
Associate Director, Portfolio Management: Dylan Romer
Senior Manager, Portfolio Management: Katherine Lynch
Senior Associate, Portfolio Management: Molly Gundry
Associate, Portfolio Management: Brendan Dempsey
Senior Vice President, Content: Elizabeth Cambridge
SOCIAL / CONTENT PARTNER: The Kitchen
Group Strategy Director: Snigdha Mathur
Senior Strategist: Chantal Legge
Account Director: Rachel Keshen
Social Media Manager: Carly Kennedy
Social Media Manager: Kristen Pachul
Influencer Manager: Allyson Kramer
Account Executive: Jackie Finlay
Content Creator: Deanne Wint
Social Copywriter: Olivia Birnie
CLIENT: Philadelphia Cream Cheese
Chief Marketing Officer, North America, Kraft Heinz: Todd Kaplan
Vice President of Marketing, Taste Elevation, Kraft Heinz: Angie Madigan
Head of Creative Effectiveness, North America, Kraft Heinz: Steve Hill
Head of PR, North American Brands, Kraft Heinz: Jenna Thornton
Vice President of Marketing: Maddy Zingle
Senior Brand Manager: Kelli Srivastava
Associate Brand Manager: Maria Herrera Medina
Brand PR Manager: Chrissy Sopchyk
PR AGENCY: Zeno Group
Vice President: Alysa Winkler
Senior Account Supervisor: Jordyn Comitor
Senior Account Supervisor, Earned Media: Veronica Smith
Account Supervisor: Nicolette Stern
Senior Account Executive: Lily Friedrich
