Philadelphia has unveiled a social-first Christmas campaign highlighting the highs and lows of the festive season.

The campaign, devised by creative agency Ogilvy UK, will launch in tandem with the brand’s limited-edition festive packaging, designed by Elvis Comms.

According to the cheese brand, the ad looks to remind audiences that Philadelphia is there for “the party with fancy canapes and Christmas cheesecakes”, as well as the aftermath with bagels smothered in cream cheese.

Philadelphia brand manager UK, Ellie Swales said: “Christmas is one of Philadelphia’s biggest moments of the year. The brand is instrumental to so many Christmases, it could be spread on canapes at a party one night and used as a filling for a bagel the morning after.

“This campaign helps establish Philadelphia as a friend to you during the madness of the festive season. We’re thrilled to see the campaign brought to life from online to in-store, demonstrating the versatility of Philadelphia at this special time of year.”

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It will be rolled out across TikTok, YouTube, Instagram, and Facebook as well as retail media in major supermarkets,

The work builds upon Philadelphia’s creative platform ‘You’ve Got a Friend in Philly’.

Ogilvy UK executive creative director, Sam Cartmell commented: “Our behavioural science team proved that Philadelphia and Christmas have more in common than we realized. We associate both with moments of connection and comfort.

“Just like a friend, Philly is there for you during the highs and lows – by your side at a party and on the sofa the next morning. This campaign feels uniquely Philadelphia and we’re proud to roll out the next chapter of our You’ve Got A Friend in Philly platform across multiple channels for the festive season.”