Philadelphia Cream Cheese is rolling out a new campaign encouraging Canadians to “Philly Up”. The campaign, which launched recently with two TV spots, encourages Canadians to embrace everyday challenges and show that Philly is an essential part of making the most of everyday. This campaign marks Kraft Canada’s fresh approach to marketing the Philly brand and 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. “Philly Up” is a great example of the transformation that’s happening at Kraft.
A new wave of creative which builds off of the tv spots by bringing it to life ‘on the streets’, is starting to appear in select markets. This evolution of the campaign includes a new outdoor media buy featuring striking visuals of Canadians wearing Philly as “eye black” along with a rallying cry to “Philly Up”. Transit shelters and billboards in Toronto, Montreal, and Vancouver feature dramatic portraits along with playful headlines encouraging Canadians to take on their mornings and make the most of their day. Consumers will also experience station dominations in Toronto’s Union Station, Vancouver’s Burrard Station, and Montreal’s Berri Station. Messaging on posters, pillars and decals encourage commuters to “Philly Up” for their morning commute.
via: Union Creative
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