New Philadelphia campaign encourages Canadians to "Philly Up"

Kraft Canada is committing to investing in its people and bringing its much loved brands to life with a vision to be Canada’s Premier Marketing Academy. Marketers at Kraft Canada are looking at their iconic brands in a different light. Campaigns are now grounded in consumer insights and cultural points of view leading to, what Kraft calls, Big Magnetic Ideas. The new Philadelphia campaign is a great example of the transformation that’s happening at Kraft.

For years, Philadelphia Cream Cheese’s “Angel” campaign made the brand synonymous with a "little taste of heaven". While the campaign was highly successful, how Canadians look at the brand has evolved. Canadians, especially at breakfast, want foods that not only provide the fortitude required to tackle what the day has in store, but provide an emotional push as well.

A new national campaign, kicking off this week and rolling out over the next few months, builds on this insight and will reshape the way Canadians engage with this delicious dairy pleasure. The new campaign depicts Canadians Philly-ing Up to embrace everyday challenges. In the first of three new TV spots (developed by UNION and Kraft), a modern mom tackles the daily adventure of getting her son ready for the day. The spot ends with a striking visual of the mother sporting Philly as ‘eye black’ along with a rallying cry for Canadians to ‘Philly Up’. This dramatic, yet playful, visual will be used across all of the campaign media channels.

The campaign launches in both English and French Canada with the :30 "Socks" video advertising, to be followed by digital executions, social media engagement, experiential sampling, transit shelter ads, billboards, and transit station dominations in major geographic centres. Additional video advertising will roll out later this year. Kraft is working with UNION, Starcom MediaVest Group and Vayner Media on the campaign.

Creative Credits:
Agency – UNION, Toronto, Canada
Executive Creative Director – Lance Martin
Copywriter – Dave Pigeon
Art Director – Ryan McNeill
Agency Producer – Grace Lee
Group Account Director – Cheryl McKenzie
Account Director – Tyler Brown
Director of Strategy – Andrew Carty

Production – Wilfrid Park
Director – Mike Bigelow
Executive Producer – Angie Colgoni
Line Producer – Gillian Gardner

Post Production – School Editing
Editor – Ryan Hunt
Post Producer – Emily Torontow

Audio – Silent Joe
Voice Director & Music Supervisor – Trevor Allen
Audio Producer – Jane Heath

Advertiser - Kraft
CMO – Tony Matta
VP Cheese & Dairy – Dan D’Alessandro
Brand Director – Rebecca Harth
Brand Manager – Anat Cole
Brand Assistant – Christina D’Angelo