Make it with Philly!

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Product innovation has contributed greatly to the growth of Philadelphia in the processed cheese category

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Brand Central

14 May 2012

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Philadelphia had an exciting start to the year with the Choccy Philly launch. Latest Nielsen data shows Philadelphia has grown by +35% in the latest 12 weeks contributing to a 6% share gain of the processed cheese category for Kraft Foods resulting in 27% market share.* The launch also had a positive effect on the Philadelphia Core range, growing +14% excluding Choccy Philly.*

 

With this positive momentum Philadelphia is launching the next wave of its successful versatility campaign. The campaign aims to show consumers how quick and easy it is to transform a meal with Philly. The TTL campaign kicked off at the end of April with a new TV creative featuring a busy Mum cooking simple Philly Macaroni Cheese. TV will be supported by print executions and the first Philly Radio Roadshow in partnership with 10 regional radio stations which aims to take versatility directly to consumers. In-store will also play a prominent role with in-store theatre and special edition hologram packs featuring Philly recipes that will hit shelves mid-May.

 

*Source: Nielsen Mults 25th March 2012

 

 

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