Philadelphia urges women to eat creamy foods ‘shamelessly’

Philadelphia has launched a campaign that urges women to stop feeling guilty when they eat creamy food.

In the TV ad, shot in the style of a musical, a female office worker declares “closets aren’t for cheesecake” and “I prefer my salad tossed” before throwing a tub of salad over her shoulder.

The spot, created by JWT Melbourne, ends with the line, “My sisters, love your creamy food and love it shamelessly.”

“We believe that most women can relate to the old ‘moment on the lips, lifetime on the hips’ adage,” said Ben Summons, Kraft Foods Australia/New Zealand category head – dairy.

Love it Shamelessly still “We are having some fun and breaking conventions, allowing women to enjoy creamy foods without the guilt associated with traditional cream-based dishes.”

The spot is supported by radio, print, online, search, PR and an experiential element that will see a Philadelphia branded van touring the country driving trials of Philly-based dishes.


  • Client: Kraft (Philadelphia)
  • Marketing director:  Amanda Banfield
  • Category head, dairy: Ben Summons
  • Senior brand manager: Helena Ngo
  • Assistant brand manager: Jenna Hockey
  • Creative agency: JWT Melbourne
  • Executive creative director: Richard Muntz
  • Creative group head: Jim Ritchie
  • Art director: Hannah Smit
  • Account service: Peter Randeria and Prue Tehan
  • Planning: Angela Morris and Anuj Mehra
  • Media: Carat
  • Group business director: Catherine Krantz
  • Strategy manager: Fiona Driver
  • Business manager: Vanessa Jagiello
  • Digital manager: Hayley Crossthwaite
  • Senior Business executive: Sarinna Harte
  • Experiential marketing: Traffik
  • Strategic director: Adam Jeffrey
  • Account director: Nick Harvey
  • PR: Liquid Ideas
  • Director: Stuart Gregor
  • Account director: Tegan Flanagan

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