Philadelphia launches refreshed brand positioning with global campaign

Leading cream cheese brand Philadelphia has announced the launch of refreshed brand positioning this month with global campaign ‘You’ve got a friend in Philly’, that will remind shoppers to spread friendship around them.

You’ve Got a Friend in Philly will also remind shoppers that Philadelphia can be a true “friend in their fridge” as part of a far-reaching brand communication investment through 2023.

The roll out of this new positioning will be supported extensively through PR, digital and social media activity and, excitingly with a new TV and cinema advert. The brand said this will raise brand awareness for retailers to help them drive their sales, while enhancing brand loyalty and building an emotional connection for shoppers.

The new TV advert sees two lifelong friends at key moments of connection throughout their lives that are sparked and sustained over bites of Philly – first when bonding at school, and later as adults. The two friends are always there to pick each other up and comfort one another and this is reflective of Philadelphia, as it’s the simple addition shoppers can always rely onto give whatever they pair it with that little boost.

“Connecting over food and drink is one of the most popular ways for shoppers to spread friendship in their lives. Those little moments of connection can make all the difference to maintaining and improving relationships,” Raphael Capitani, senior brand manager at Philadelphia, commented.

“Philadelphia is already known as that friend in everyone’s fridge so whether it’s rustling up snacks together or exchanging tasty recipes, we’re encouraging shoppers and retailers alike to consider the importance of spreading friendship.

“We would recommend retailers ensure the full range of Philadelphia is well-stocked and visible throughout the new campaign to tap into the additional initial demand and interest from shoppers, as well as to encourage shoppers to get involved and spread friendship, not just at launch but beyond!”