LONDON, 17th July 2024 – 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.
Campaign activity is running across digital, social, PR and audio channels. Media planning and buying is by Publicis Media. PR and influencer activity is by Ogilvy PR.
Ellie Swales, Brand Manager Philadelphia UK, Mondelēz International, said: “We’re thrilled to launch this exciting activation, which aims to engage with millennials by tapping into the rapidly growing brunch trend, positioning Philly as ‘a little pot of friendship’ that brings people closer together during this fun mealtime occasion.
“Andi and Poppy are the perfect fit for our campaign. Their passion for food, combined with their friendship, makes them the ideal ambassadors to help us connect with our audience and spread the message of togetherness.”
Neale Horrigan, Executive Creative Director, elvis, added: “We wanted to leverage Philly’s friendship platform to create a campaign that brings people together. Our aim was to showcase the joy that comes from spending time with friends, in a light-hearted and positive way.
“Sometimes, there’s no one more important to us than our friends. In fact, you could say they’re Very Important People. And treating yourselves to time together, enjoying delicious food and great company around the table, is Very Important too. So, we’re inviting people to gather their VIPs for the chance to win a brunch like no other!”
For the chance to win a VIP brunch experience in London with five friends, hosted by Andi Oliver, consumers can purchase any Philadelphia pack, head to the website and enter their personal details. The prize includes first-class travel and a 5-star overnight stay. There are also 55 premium brunch hampers to be won.
Discussion about this post