Philadelphia cream cheese
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Philadelphia Cream Cheese. Kraft and mcgarrybowen for Integrated Advertising, Promotion, and Marketing Communications, 6e Clow and Baack. Philadelphia Cream Cheese The Situation. Sales relatively flat (+ or – 1%) In United States cream cheese Spread on bagel

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Philadelphia cream cheese

Philadelphia Cream Cheese

Kraft and mcgarrybowen

for

Integrated Advertising, Promotion, and Marketing Communications, 6e

Clow and Baack


Philadelphia cream cheese the situation

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


Focus group research

Focus Group Research

  • Cream cheese

    • used for dips, spreads, and has no boundaries.

  • Philadelphia Cream Cheese

    • is used only for bagels and cheesecake!


Research

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


Mcgarry bowen

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


Mcgarry bowen1

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


Mcgarry bowen2

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


Mcgarry bowen3

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


Integrated campaign

Integrated Campaign

On-Line

Contest/

Community

Television

Print

Cookbook


Philadelphia cream cheese

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


Philadelphia cream cheese

$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


Philadelphia cream cheese

$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


Philadelphia cream cheese

$100,000 Real Women of

Philadelphia Hosting Contest

Inspire the use of Philly Cream Cheese for cooking

www.realwomenofphiladelphia.com

Website


Philadelphia cream cheese

Print Ads

  • Spaghetti and Holiday ads

  • Encourage consumers to cook with Philly

    • Tips for creative incorporation

    • Full recipes for baking


Philadelphia cream cheese

Print Ads


Campaign results

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.  


Campaign results1

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


Campaign results2

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


Campaign results3

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).


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