Philadelphia rolls out new campaign targeting brunch occasion 

Philadelphia has announced the rollout of a brand-new campaign to tap into the increasing popularity of the brunch occasion, giving consumers the chance to win a VIP brunch hosted by TV personality and chef Andi Oliver, including first-class travel and 5-star accommodation.

There are even more exciting prizes up for grabs as consumers also have the chance to win a luxury hamper to create their own brunch at home. Each entry into the competition will receive a downloadable Philadelphia recipe book for extra inspiration.

Launching across all Philadelphia packs in July, shoppers simply need to purchase a pack, scan the QR code and enter the barcode number to be in with the chance of winning one of the incredible prizes on offer.

The cream cheese category is growing by 9.1 per cent year on year [Nielsen, 52W/e 18.05.24] and as the UK’s leading cream cheese brand, Philadelphia said it would continue to add real value to retailers’ ranges. This new promotion aims to drive further relevance and frequency for the brand within the growing occasion and cement Philadelphia as a staple of the brunch table.

“We’re really excited to be giving shoppers the chance to win a truly unique experience with this promotion,” Chloe Jean-Marie, senior brand manager at Mondelēz International said.

“We know that nine out of 10 UK adults eat brunchi - with more than half of those preferring to enjoy the occasion at home rather than going outii - and it’s a meal where you’ll often see Philadelphia on the table, so this promotion is well-placed to help retailers tap into this growing trend.”

The campaign will be supported by an in-store activation, along with digital advertising and social media activity to drive consumer awareness and engagement.