Philadelphia is a much-loved brand with mass appeal. However, it is a product that can appear old fashioned. To grow, it needed a new approach that would help it increase penetration and made it relevant to a wider range of consumption opportunities.
By harnessing the power of Facebook Messenger, we developed an innovative solution that used ‘Emojis’ to understand how our audience was feeling and deliver relevant recipes to them.
With a tiny budget, this activation gained terrific reach; exceptional and meaningful consumer engagement at huge scale; and a mass re-appraisal of the brand amongst its consumers. Increasing the number of people who view Philadelphia favourably by 14% points and those who see it as a modern brand by 16% points, something that is vital to drive penetration in the face of competition from exotic ingredients and new products.