Philadelphia cheese spreads friendship with new global brand purpose

The new positioning – which celebrates the brand’s ability to ‘nourish’ authentic friendship moments – draws upon research carried out by Ogilvy’s behavioural science team which revealed Philadelphia is seen as a comforting and social way to connect.

The integrated campaign is set to run across TV, cinema and social. An initial UK and Ireland launch will be followed by a wider push throughout Europe.

Spearheaded with a 45-second spot by award-winning director Vince Squibb, the creative examines how Philadelphia can help anchor key moments throughout a friendship, acting as a social binding agent.

“Ogilvy discovered that hidden in our namesake city of Philadelphia, among the letters, was something special. ‘Philia’ is an ancient word for the love we have for our friends,” said Philadelphia head of brand equity Europe, Derya Seyman.

“The Ancient Greeks thought this love was more important than romance or family, but modern life has stretched us thin, leaving our friendships deprioritised and millennials feeling lonelier than ever. Deeply rooted in its heritage, we all agreed that Philadelphia could remind people to break bread with their friends.”

The campaign will also be supported with a new dedicated website, a pan-European campaign, influencer partnerships and a ‘design world’, centred around a global typeface, fresh identity and art direction based on the idea that Philadelphia is the perfect accompaniment to food.

Marketing Beat