Conceived for a pitch to introduce Philadelphia Cream Cheese into the local market. Campaign was meant to tie in with mass market consumer sampling. Sources: surveymonkey.com, WARC & EuroMonitor

1. Kraft – Philadelphia Cream Cheese
Agency Presentation:
Total Concept for ATL & BTL

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

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

4. 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.

5. 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.

6. 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.

7. Situation Analysis
With 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.

8. Situation Analysis
With 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.

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

10. Insights & Strategy
Disclaimer: You’re still the expert of your
brand and product.
We’ll like to spark off a little healthy debate
and push the boundaries a little further.
Our supporting evidence comes from
warc.com, Euromonitor & SurveyMonkey.

11. 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.

12. 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.

13. Insights & Strategy
Our target audience believes the application of
cream cheese extends beyond breakfast items.

14. 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.

15. Insights & Strategy
Cheese is more than just breakfast.

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

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

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

19. 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.

20. Insights & Strategy
“But research had uncovered that she's
not a risk taker in the kitchen – she's a
busy woman who doesn't have the time
for failure.”
Source: Warc.com, Case Study on Kraft Philly – Cooking
up a little taste of heaven (JWT Canada)

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

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

23. 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.

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

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

26. Creative Execution
TVC
Press/Print Ads
Bus Stop Shelters
Car Park Barriers
Escalators
Elevators
Getting a trolley / basket
Hanging Mobiles
Shelf Runners
Shelf Vision
Tactical Wobblers
Philly Asian Recipe Food Blog
iPhone Philly Recipe App
YouTube Philly Channel

27. TVC Storyboard

28. TVC Storyboard

29. TVC Storyboard

30. Press/Print Ad

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

32. Press/Print Ad
Magazine strip ad will be
placed below the sponsored
food recipe column.

33. Bus Stop Shelters

34. Escalators

35. Elevators

36. Getting a trolley / basket

37. Getting a trolley / basket

38. Hanging Mobiles

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

40. Tactical Wobblers

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

42. iPhone Application

43. YouTube Channel
http://www.youtube.com/user/KraftPHILADELPHIA

44. YouTube Channel
http://www.youtube.com/user/vibevillage

45. Microsite
http://www.kraftbrands.com/philly/cookingcenter/howtocookwithphilly/Pages/HowToVideos.aspx

46. website www.playwithideas.net
email daylonsoh@hotmail.com
photos by INMAGINE
visuals by TILT