1. Sales of Philadelphia cream cheese had been relatively flat for years as consumers only saw it as a spread for bagels or ingredient in cheesecake. Focus group research found consumers thought it could be used for more dishes outside the US. 2. The advertising agency mcgarrybowen was hired to create an integrated marketing campaign. They developed the "Real Women of Philadelphia" campaign to showcase how everyday women incorporated cream cheese into diverse recipes beyond bagels and cheesecake. 3. The campaign included a contest where consumers submitted recipes online and the winners became spokespeople. It featured a website, television commercials, print ads, and social media engagement. This expanded usage of Philadelphia cream cheese and

1. Philadelphia
Cream Cheese
Kraft and mcgarrybowen
for
Integrated Advertising, Promotion, and Marketing
Communications, 6e
Clow and Baack
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall
1
Philadelphia Cream Cheese
The Situation
Sales relatively flat (+ or – 1%)
In United States cream cheese
Spread on bagel
Ingredient for baking (cheesecake)
Outside United States cream cheese used as
General spread with no limit
Dip
2
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2013 Pearson Education, Inc. publishing as Prentice Hall
2

2. Focus Group Research
Cream cheese
used for dips, spreads, and has no boundaries.
Philadelphia Cream Cheese
is used only for bagels and cheesecake!
3
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2013 Pearson Education, Inc. publishing as Prentice Hall
3
Research
Philly cream cheese had lost connection with consumers
Goal – gain insight into
Consumers
Philadelphia Cream Cheese brand
Cream cheese category
Where the three overlap
4
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2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
Advertising Age’s 2009 Advertising Agency of the Year
AdAge included John McGarry in article “Ten Who Made Their
Mark” in 2009
Entrepreneur ranked mcgarrybowen as #38 fastest growing
businesses in America in 2008
AdWeek awarded mcgarrybowen the “President’s Award” in
2005
Founded in 2002 by John McGarry (CEO), Gordon Bowen
(Chief Creative Officer), and Stewart Owen (Chief Strategic

3. Officer)
Dentsu holding company
Offices in New York City, Chicago, and London
5
mcgarrybowen New York office
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
Examples of clients served include
Kraft (Philadelphia Cream Cheese, Oscar Mayer, Crystal Light)
Kraft (Maxwell House, Miracle Whip, Chips Ahoy)
Disney
Pfizer (including Advil, Viagra)
7Up
Marriott International
Chevron
Crayola
J.P. Morgan Chase
Verizon
Rust Oleum
6
mcgarrybowen New York office
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2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
7
The Philly Team
Account Team:
President – Tim Scott
Account Managing Director – Robin Osborne

4. Account Executive – Kristin Detroy
Assistant Account Executive – Nicole Marriott
Group Planning Director – Sean Girardin
Senior Brand Planner – Elizabeth Brown
Creative Team:
Creative Director (Art Direction) – Michael Straznickas
Creative Director (Copy Writer) – Dave Reger
Executive Producer – Chris Arruda
Senior Art Producer – Susan Cartland
Design Team – Melissa Stolt and Russ Eadie
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
Campaign built around the idea that Philly is a catalyst for
living a richer life – the consumer who uses Philly is the type
who likes to stop and smell the roses and enjoy the scenery, and
the campaign hopes to encourage the consumer to enjoy the
richness Philly provides in dishes
Encourage women who lead fulfilled lives to find joy in all the
possibilities that Philly provides and allow her to expand her
creativity to use Philly in all creamy dishes
Create a campaign that is celebratory, contemporary, and
appetizing
8
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2013 Pearson Education, Inc. publishing as Prentice Hall
Integrated Campaign
9
Print
On-Line

5. Contest/
Community
Television
Cookbook
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2013 Pearson Education, Inc. publishing as Prentice Hall
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Power of music
make consumers pheel something
Communicate versatility of Philly Cream Cheese
Communicate how easy it is to incorporate the
ingredient into favorite meals to make the food
creamier and more delicious
Television Ads
Courtesy of Whitelabel Films and Film Planet
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2013 Pearson Education, Inc. publishing as Prentice Hall
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Consumers submitted Philly recipe/how-to videos online
Appetizers, side dishes, entrees, & desserts
Contest hosted by Paula Deen, but carried out by Kraft/Philly
Recipes checked by Kraft Kitchens experts
High skill and low skill recipes received
$100,000 Real Women of
Philadelphia Hosting Contest
Inspire the use of Philly Cream Cheese for cooking
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2013 Pearson Education, Inc. publishing as Prentice Hall

6. 12
16 finalists selected from all entries
4 (of 16) finalists were selected as the
“Real Women of Philadelphia”
at a live event in Savannah, GA
Hosted the Real Women of Philadelphia website for remainder
of year
Became 4 vital voices of the community
Hosted a recipe contest for the site
Starred in branded How-To videos
Publicity tour with Paula Deen
$100,000 Real Women of
Philadelphia Hosting Contest
Inspire the use of Philly Cream Cheese for cooking
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2013 Pearson Education, Inc. publishing as Prentice Hall
13
$100,000 Real Women of
Philadelphia Hosting Contest
Inspire the use of Philly Cream Cheese for cooking
www.realwomenofphiladelphia.com
Website
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2013 Pearson Education, Inc. publishing as Prentice Hall
14
Spaghetti and Holiday ads
Encourage consumers to cook with Philly
Tips for creative incorporation
Full recipes for baking

7. Print Ads
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Print Ads
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2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
Real Women of Philly and the other new Philly marketing
elements helped contribute to the first material lift in base
volume for the brand in five years.
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
By giving consumers a reason to use the brand in other ways
Philly achieved a 5.0% growth in sales for 2010 vs 2009
Philly achieved a 5.1% lift in net revenue for same time period
This lift occurred despite price increase in the product in 2010
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results

8. Took Kraft Kitchens a decade to get 500 “paper” recipes
Real Women of Philadelphia
Took three months to collect 5,000 in live-action recipes
Includes How-To video format
Recipes continue to pour in
In terms of consumer engagement
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign
Results
Within the two quarters after RWOP launched, research
shows consumers are positively shifting their consideration for
cooking with Philly. From a custom Dimestore study, when
asked “for which of the following would you likely purchase
cream cheese,” Philly observed a 27% increase in consumer
responses for baking, and a 40% increase in responses for
cooking (among control vs. exposed consumers).
ClowBaack – Integrated Campaigns in Action Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall