Philadelphia wants to remind Australians of the joy of eating in new campaign

Philadelphia Cheese is looking to remind Australians that eating is a great way to ‘bring excitement’ into the everyday in its latest ad campaign.

The new work, by J, Walter Thompson, includes a 15 second ad spot which aims to capture the making of the dish while a narrative voiceover speaks over the top.

As the toast pops out of the toaster, and the woman smooths the cheese of the bread and puts blueberries on top, a voiceover narrates the activity with comments such as “Toast popped, her heart leapt,” and “Smoothing it over, she pushed in blueberries, then devoured her creation”.

The new piece of work aims to remind Australians of the softness and creaminess of the cheese they value, after Nielsen Scan Data Total Market results indicated a 69.9% value share in the total chilled cream cheese category.

Tania Trapla, category marketing manager for Philadelphia, said the campaign’s objective was to “inject more excitement” into the brand.

“It’s a commercial that is really enjoyable to watch, with its breathtaking views of Philly cream cheese and witty narrative,” she said.

“Our objective is to inject more excitement into the Philly brand, and get people thinking about the simple delights they can have with Philly cream cheese. You don’t really need much else when you have Philly.”

The campaign will run across TV, online, media and in-store.

Mondelez International has kept the Philadelphia Cheese business, despite the Bega Cheese Limited’s acquisition of a portion of their grocery and cheese products.


  • Agency: JWT Melbourne
  • Production Company: Carnival Productions
  • Director: Graeme Burton
  • Media: Carat
  • Digital: Channel T

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