As consumers seek more farm-to-table products that offer natural ingredients, Kraft Heinz is using the latest Philadelphia advertising campaign to promote its long history and
connection to real dairy farms. The campaign is designed to drive brand awareness with the connection to cows.
“We’ve maintained our status as the cream cheese category leader due to the quality of our product, so it’s only fitting that we highlight the key ingredients – fresh milk and real cream – that have kept consumers coming back for generations,” stated Keenan White, Senior Brand Manager, Philadelphia at Kraft Heinz Company. “Philly fans know a thing or two about the perfect schmear, and this campaign serves as a real, tangible reminder of this truth. We want to connect to the product experience in a fresh and creatively unexpected way and ground ourselves in what makes our product so special.”
The effort is running on mobile billboards driving throughout New York City, Chicago and Los Angeles. Additionally, the brand is experimenting with “wild postings” aka placements outside delis and bodegas throughout New York City as well as billboards in Fall Creek, Wisconsin, the source of the brand’s milk. Additionally, the campaign includes traditional billboards in the Chicago market, as well as print ads in New York Magazine and a social media push.
Source: Brand Innovators