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2011 GOLD MEDIA IDEA
Kraft Real Women of Philadelphia
RAN IN: United States
Adam Butler, Brand Manager, Philadelphia Cream Cheese Dan O'Leary, Director, Philadelphia Cream Cheese Jill Baskin, Senior Communications Director, Kraft Howard Friedman, SVP, Marketing, Kraft Cheese and Dairy Brands
John McCarus, VP, Group Director, Third Act Lisa Mathison, VP, Director, KraftOne Deb Mysznyski, VP, Director
Greg Goodfried, President & Co-Founder Miles Beckett, CEO & Co-Founder Matt Seigel, VP Branded Content
For Philadelphia Cream Cheese to grow, it needed to shift consumer behavior towards cooking with the brand. Real Women Of Philadelphia grew out of a key insight that women need a new idea endorsed before they'll try it - cooking being no exception. Once an endorsement is accepted, it can be shared, and our consumers love to share. So the idea of a community generated contest, finding The Real Women of Philadelphia, was all about getting people who had tried cooking with Philly to suggest it to others.
Hero Medium: Consumer Involvement
Medium Featured On Video: TV, Interactive, Print, PR, Events, Consumer Involvement
Audience: Launch or relaunch a brand/product,Speak to women,Speak to brand influencers