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Kraft
Real Women of Philadelphia

RAN IN: United States

CLIENT
Kraft

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

AGENCY
Digitas *Lead Agency

John McCarus, VP, Group Director, Third Act
Lisa Mathison, VP, Director, KraftOne
Deb Mysznyski, VP, Director


Eqal

Greg Goodfried, President & Co-Founder
Miles Beckett, CEO & Co-Founder
Matt Seigel, VP Branded Content


Edelman


mcgarrybowen


OgilvyAction


SUMMARY

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.

CASE STUDY

New-pdf-icon

CASE VIDEO


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

Type: Business to Consumer

Classification: National

Language: English