NPD AND MEDIA
PICKS OF THE WEEK – PHILADELPHIA
PHILADELPHIA FINDS PLEASURE IN SIMPLICITY The brand’s new campaign will run across digital, social, video-on-demand channels, as well as in-store advertising.
Philadelphia has unveiled a new consumer campaign to help boost retailers’ sales.
The campaign is supported by a significant spend on out-of-home activations in high-traffic key
Within the cheese market, processed cheese
locations and at roadsides. It will also run across
is growing at 2.8%, and brands are playing a huge
digital, social, video-on-demand channels, as well
part in this. Cream cheese products such as Phil-
as in-store advertising, reaching 94% of UK adults
adelphia Light, which has the same great taste as
from now through to July.
Philadelphia Original enable consumers to make
Last year the brand announced a move to
quick, convenient, and great-tasting lunches. In
recyclable packaging for Philadelphia Snack and
fact, the brand’s ‘Better for You’ range of lower
Mini Tubs range, making the entire retail range
fat products is in growth of 4.3%, making these
of Philadelphia fully recyclable and labelled with
products a must-stock for retailers.
OPRL – the UK’s most-recognised recycling label,
The brand said: “The ‘Deliciously Simple’ campaign aims to make Philadelphia synonymous with simplicity, while keeping the importance of taste and the lunch occasion at its core.
to encourage consumers to dispose of packaging in the most responsible and sustainable way. This focus on sustainability is part of the brand’s ‘Pack Light and Pack Right’ strategy, which sup-
“The high-impact campaign creatives will
ports its 2025 global goals to achieve 100%
encourage busy shoppers to make their lunchtimes
recyclable packaging and labelling with recycling
easy but delicious with Philadelphia.”
information.
26 I SLRMAG.CO.UK / ISSUE 103 / WEDNESDAY 4TH MAY 2022
