Philadelphia urges Aussies to ‘do your thing’ in the latest brand campaign via JWT Melbourne
Philadelphia Cream Cheese has launched a major new brand campaign, inspiring Australians with ideas for their home cooking via JWT Melbourne.
The new ‘Do Your Thing’ campaign will showcase contemporary food ideas with Philadelphia at their heart and demonstrate that making delicious food doesn’t need to be difficult.
The campaign showcases Philly’s versatility, promoting usage across a number of different meal types from brilliant breakfast meals to tempting cheesecake creations. The communications activity focuses on digital and Philly’s online hub philly.com.au, with amplification across TV, print and PR. The new campaign features a cast of Australians preparing a range of tasty recipes for their families using Philadelphia. Recipes include griddled peaches and Philly, ruby grapefruit cheesecake and Philly with honey and dukkah.
Says Michael Davies, Philadelphia marketing manager: “Do Your Thing is an exciting campaign, designed to celebrate Australia’s kitchens and all the people who fill them. We will showcase recipes, tips and tricks throughout the campaign and provide inspiration to prepare delicious yet simple meals and encourage consumers to share their creations with us too.”
As part of the Do Your Thing campaign, Philly will also shortly be launching a new integrated activation on the recently launched Philadelphia Australia Facebook page. The interactive campaign will kick off in May and will focus on inspiring consumers to participate with Philly’s simple message of food inspiration. More details will be announced in the coming weeks.
Creative: JWT Melbourne
Media: Carat
Social Media: Isobar
PR: Red Agency
4 Comments
“Do Your Thing is an exciting campaign” Yeah, no it isn’t.
Take a look at the Lurpak work coming out of the UK to see how exactly the same brief and proposition can be done a bazillion times better.
that was like watching getty
zzzzzzzzzzzzzzzzzzz