Philadelphia Cream Cheese

1. Philadelphia Cream Cheese Kraft and mcgarrybowen for Integrated Advertising, Promotion, and Marketing Communications, 6e Clow and Baack

2. Philadelphia Cream CheeseThe Situation • Sales relatively flat (+ or – 1%) • In United States cream cheese • Spread on bagel • Ingredient for baking (cheesecake) • Outside United States cream cheese used as • General spread with no limit • Dip

3. Focus Group Research • Cream cheese • used for dips, spreads, and has no boundaries. • Philadelphia Cream Cheese • is used only for bagels and cheesecake!

4. Research • Philly cream cheese had lost connection with consumers • Goal – gain insight into • Consumers • Philadelphia Cream Cheese brand • Cream cheese category • Where the three overlap

5. mcgarrybowen mcgarrybowen New York office Advertising Age’s 2009 Advertising Agency of the Year AdAge included John McGarry in article “Ten Who Made Their Mark” in 2009 Entrepreneur ranked mcgarrybowen as #38 fastest growing businesses in America in 2008 AdWeek awarded mcgarrybowen the “President’s Award” in 2005 Founded in 2002 by John McGarry (CEO), Gordon Bowen (Chief Creative Officer), and Stewart Owen (Chief Strategic Officer) Dentsu holding company Offices in New York City, Chicago, and London

6. mcgarrybowen mcgarrybowen New York office • Examples of clients served include • Kraft (Philadelphia Cream Cheese, Oscar Mayer, Crystal Light) • Kraft (Maxwell House, Miracle Whip, Chips Ahoy) • Disney • Pfizer (including Advil, Viagra) • 7Up • Marriott International • Chevron • Crayola • J.P. Morgan Chase • Verizon • Rust Oleum

7. mcgarrybowen The Philly Team Account Team: President – Tim Scott Account Managing Director – Robin Osborne Account Executive – Kristin Detroy Assistant Account Executive – Nicole Marriott Group Planning Director – Sean Girardin Senior Brand Planner – Elizabeth Brown Creative Team: Creative Director (Art Direction) – Michael Straznickas Creative Director (Copy Writer) – Dave Reger Executive Producer – Chris Arruda Senior Art Producer – Susan Cartland Design Team – Melissa Stolt and Russ Eadie

8. mcgarrybowen Campaign built around the idea that Philly is a catalyst for living a richer life – the consumer who uses Philly is the type who likes to stop and smell the roses and enjoy the scenery, and the campaign hopes to encourage the consumer to enjoy the richness Philly provides in dishes Encourage women who lead fulfilled lives to find joy in all the possibilities that Philly provides and allow her to expand her creativity to use Philly in all creamy dishes Create a campaign that is celebratory, contemporary, and appetizing

9. Integrated Campaign On-Line Contest/ Community Television Print Cookbook

10. Television Ads • Power of music • make consumers pheel something • Communicate versatility of Philly Cream Cheese • Communicate how easy it is to incorporate the • ingredient into favorite meals to make the food • creamier and more delicious Courtesy of Whitelabel Films and Film Planet

11. $100,000 Real Women of Philadelphia Hosting Contest Inspire the use of Philly Cream Cheese for cooking • Consumers submitted Philly recipe/how-to videos online • Appetizers, side dishes, entrees, & desserts • Contest hosted by Paula Deen, but carried out by Kraft/Philly • Recipes checked by Kraft Kitchens experts • High skill and low skill recipes received

12. $100,000 Real Women of Philadelphia Hosting Contest Inspire the use of Philly Cream Cheese for cooking • 16 finalists selected from all entries • 4 (of 16) finalists were selected as the • “Real Women of Philadelphia” • at a live event in Savannah, GA • Hosted the Real Women of Philadelphia website for remainder of year • Became 4 vital voices of the community • Hosted a recipe contest for the site • Starred in branded How-To videos • Publicity tour with Paula Deen

13. $100,000 Real Women of Philadelphia Hosting Contest Inspire the use of Philly Cream Cheese for cooking www.realwomenofphiladelphia.com Website

14. Print Ads • Spaghetti and Holiday ads • Encourage consumers to cook with Philly • Tips for creative incorporation • Full recipes for baking

15. Print Ads

16. Campaign Results • Real Women of Philly and the other new Philly marketing elements helped contribute to the first material lift in base volume for the brand in five years.  

17. Campaign Results • By giving consumers a reason to use the brand in other ways • Philly achieved a 5.0% growth in sales for 2010 vs 2009 • Philly achieved a 5.1% lift in net revenue for same time period • This lift occurred despite price increase in the product in 2010

18. Campaign Results In terms of consumer engagement • Took Kraft Kitchens a decade to get 500 “paper” recipes • Real Women of Philadelphia • Took three months to collect 5,000 in live-action recipes • Includes How-To video format • Recipes continue to pour in

19. Campaign Results Within the two quarters after RWOP launched, research shows consumers are positively shifting their consideration for cooking with Philly. From a custom Dimestore study, when asked “for which of the following would you likely purchase cream cheese,” Philly observed a 27% increase in consumer responses for baking, and a 40% increase in responses for cooking (among control vs. exposed consumers).