Cream cheese brand Philadelphia has unveiled an extensive new global brand purpose, positioning and campaign in its mission to spread friendship.
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.
Created by WPP’s All Star Team, led out of London’s Ogilvy UK – and supported by INGO, VMLY&R Italy and Ogilvy Madrid – 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.
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“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.
Ogilvy UK chief executive creative director, Jules Chalkley said: “It has never been more crucial to appreciate and celebrate those around us that make us feel seen, heard, sane, loved and cheerful. You’ve Got a Friend in Philly is a campaign for our chosen family, leveraging craft, creativity and science to create impact.”
