Philly 360 Campaign Communication Approach

Kraft – Philadelphia Cream CheeseAgency Presentation:Total Concept for ATL & BTL

Agenda// Summary of Brief// Situation Analysis// Insights & Strategy// Communication Approach// Creative Execution

Summary of Brief// OBJECTIVES: Increase brand equity and consumption rates of Philadelphia Cream Cheesea.k.a. Philly.// TARGET AUDIENCE: Females, 20 – 39 years old, middle to higher socio‐economic class, PMEBs.

Summary of Brief// TRENDS: Growing consumer awareness for cheese & its’ health benefits. Seeking healthier alternatives in spread. Taste is a key purchasing factor. Spend more on better quality cheese & spread.// PRODUCT: Rich creamy taste & texture, wholesome dairy goodness, versatile application, 60% less fat than butter & margarine.

Summary of Brief// BRAND: Market leader in cream cheese. “Permissible Indulgence” & “A Little Taste of Heaven” Light‐hearted, simple & carefree.// POSTIONING: Bread spread for a delicious and wholesome breakfast.// CHALLENGE: Increase visibility and communication in‐store. Induce trial and make the brand “sexy”. Leverage on heavy sampling activities.

Situation Analysis// SG consumers are mostly spreading butter, margarine, peanut butter, jam and kaya as part of their wholesome breakfast. // They do not realise that / are not aware of a bread spread that tastes heavenly but with significantly lower calories.// With the increasing campaign of the government for “healthier choice” diet plus the obsession of SGs to quality and great tasting food.

Situation AnalysisWith peanut butter as the leading choice for spread, butter and cream cheese trails behind as the choice spread on bread. Some still insist on cream cheese with bagels.

Situation AnalysisWhether she thinks cream cheese is fattening or not, she’s assured to purchase it with a healthier choice logo. No matter what, taste counts.

Insights & StrategyDisclaimer: You’re still the expert of yourbrand and product.We’ll like to spark off a little healthy debateand push the boundaries a little further.Our supporting evidence comes fromwarc.com, Euromonitor & SurveyMonkey.

Insights & Strategy// Reach out to our target audience at every available touch point. // Shift of positioning from a breakfast spread to a broader ingredient.// Easy recipes & snacks with Philly. Establish association to the diet of an Asian woman.// Spread this open secret for a little taste of heaven.

Insights & Strategy// Why reach out to our target audience at every available touch point?We agree she juggles a busy lifestyle and “me‐time” is precious to her.But she doesn’t just derive pleasure from the right breakfast.Her day is filled with other possible Philly moments we can’t ignore.Accessibility and familiarity is key.

Insights & StrategyOur target audience believes the application of cream cheese extends beyond breakfast items.

Insights & Strategy// Why shift the recommended positioning from a breakfast spread to a broader ingredient?Because our target audience recognise that cheese has a broader application. They use it to cook and snack as well.Kraft Singles and Smiling Cow makes it easier to consume cheese.

Insights & StrategyCheese is more than just breakfast.

Insights & StrategyWe believe that there is a certain degree of “cannibalisation” by Kraft cheese.

Insights & Strategy// Why develop easy recipes & snacks with Philly? Why do we establish association to the diet of an Asian woman?Leveraging on heavy consumer sampling activities (active), we should not forget to help our target audience experience Philly without changing her lifestyle (passive). She experiences moments and encounters with Philly whenever she needs something which complements cream cheese.

Insights & Strategy“But research had uncovered that shesnot a risk taker in the kitchen – shes abusy woman who doesnt have the timefor failure.”Source: Warc.com, Case Study on Kraft Philly – Cooking up a little taste of heaven (JWT Canada)

Insights & StrategyOur target audience have a wide variety of breakfast preference, which includes food from coffee shops and hawker centres.

Insights & StrategyYes, Asian food can go well with cream cheese. This opens more possibilities for local chefs and cooking fanatics to experiment.

Insights & Strategy// Why address the brand as a moment worth sharing for a little taste of heaven?It provides a creative twist to our approach. A lifestyle approach relates better in a multi‐cultural society.It strengthens the key identifiers (angel, heaven & permissible indulgence) of the brand and make the campaign unique.

Insights & Strategy“The angel has been a personificationof the brand: sophisticated, flirtatiousand approachable.”Source: Warc.com, Case Study to Philly Cream Cheese 1997 (JWT Canada)

Communication Approach// GENERAL AWARENESS / EDUCATIONOpen the consumers’ eyes that Philly is more than just for spreading and introduce the brand in the most approachable manner.// DEMONSTRATE VERSATILITY & SIMPLICITYShowcase places and occasions Philly can fit seamlessly into her lifestyle.// MAKE IT EASY TO EXPERIMENT & SHAREProve to her how fail‐safe and easy Philly cooking and enjoyment is. Empower her to share this secret with her friends and family.

Creative ExecutionTVCPress/Print AdsBus Stop SheltersCar Park BarriersEscalatorsElevatorsGetting a trolley / basketHanging MobilesShelf RunnersShelf VisionTactical WobblersPhilly Asian Recipe Food BlogiPhone Philly Recipe AppYouTube Philly Channel

TVC Storyboard

Press/Print Ad

Press/Print Ad Sponsored recipe column for Straits Times Sunday Life! with strip ad to reinforce the brand.

Press/Print AdMagazine strip ad will be placed below the sponsored food recipe column.

Bus Stop Shelters

Escalators

Elevators

Getting a trolley / basket

Hanging Mobiles

Shelf Vision Take‐Ones contain Philly recipes for shoppers to experiment at home and share with their friends and family.

Tactical Wobblers

Food Bloghttp://www.deliciousdays.com/archives/2005/06/22/sesame-soba-vs-spring-rolls/

iPhone Application

YouTube Channelhttp://www.youtube.com/user/KraftPHILADELPHIA

YouTube Channelhttp://www.youtube.com/user/vibevillage

Micrositehttp://www.kraftbrands.com/philly/cookingcenter/howtocookwithphilly/Pages/HowToVideos.aspx

website www.playwithideas.netemail daylonsoh@hotmail.com photos by INMAGINE visuals by TILT

Philly 360 Campaign Communication Approach

by Daylon Soh on Dec 26, 2010

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