Cream cheese brand Philadelphia has enlisted TV chef Andi Oliver and social media star Poppy O’Toole for a new campaign that celebrates how brunch can bring people together.
Devised by creative agency Elvis in partnership with Publicis Media, and based on a strategic and creative platform by Ogilvy, ‘Philadelphia Brunch’ aims to foster greater emotional connection between the brand and its consumers by focusing on the power of friendship.
Centred around three 15-second spots, the creative looks to connect with audiences through a light, uplifting tone of voice in the hopes of lifting the nation’s mood. The brand’s campaign will be specifically targeted at millennials.
“We’re thrilled to launch this exciting activation, which aims to engage with millennials by tapping into the rapidly growing brunch trend, positioning Philly as ‘a little pot of friendship’ that brings people closer together during this fun mealtime occasion,” Mondelez International Philadelphia UK brand manager Ellie Swales said.
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“Andi and Poppy are the perfect fit for our campaign. Their passion for food, combined with their friendship, makes them the ideal ambassadors to help us connect with our audience and spread the message of togetherness.”
Running across paid and owned channels such as YouTube and social media, the campaign also includes the chance for viewers to win a VIP brunch hosted by Oliver.
Elvis ECD, Neale Horrigan added: “We wanted to leverage Philly’s friendship platform to create a campaign that brings people together. Our aim was to showcase the joy that comes from spending time with friends, in a light-hearted and positive way.
“Sometimes, there’s no one more important to us than our friends. In fact, you could say they’re very important people. And treating yourselves to time together, enjoying delicious food and great company around the table, is very important too. So, we’re inviting people to gather their VIPs for the chance to win a brunch like no other!”
