Cream cheese brand Philadelphia has teamed up with bagel brand New York Bakery to unveil an integrated campaign.
Titled ‘The Philly Deli’, the marketing drive was launched through Ogilvy UK.
At the centre of the campaign, is a nationwide out-of-home activation that features select bagel recipes, including salmon and cream cheese.
The work will be supported by a social media push across Instagram, YouTube, TikTok and Facebook. As part of its social media campaign, the brands have teamed up with influencers who will share bagel recipes tailored to their audiences.
Bansi Mehta, junior brand manager at Mondelez UK said: “We’ve had this idea in the works for a while and are so excited to see it come to life. It’s a brilliant way to show Philadelphia as the ultimate friend in everyone’s fridge for any occasion. I also couldn’t think of a more natural partnership than with New York Bakery – a match made in bagel heaven!”
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This marks the first time Philadelphia has used creators to lead its communications.
As part of the marketing drive, the cream cheese firm has launched a competition giving customers the chance to win a trip to New York. The packaging was designed by Elvis Communications, with in-store comms managed by Marks.
The collaboration was brokered by Publicis Media.
Sam Cartmell, deputy ECD at Ogilvy UK said: “In one of our biggest campaigns for Philadelphia so far, we’re building on our You’ve Got a Friend in Philly platform by bringing two iconic brands together like old friends. We’ve also put supermarkets at the heart of the rollout so we can inspire consumers to think about what they really want for brunch – and ensure Philadelphia and New York Bakery are front of mind when they do.
“Brunch is trending, bagels are trending and consumers of all ages are turning to social media creators for food inspiration. We’ve partnered with influencers to create fun, shareable bagel ideas that showcase Philly as the ultimate brunch friend across multiple channels.”
