‘Love it shamelessly’ the message to women from Philadelphia in new campaign via JWT Melbourne
The Philadelphia brand, via JWT Melbourne, has unveiled a new campaign – spanning television, radio, print, online, search, experiential and PR – that encourages women to embrace the creaminess of Philadelphia light products with the new tagline: “Love it Shamelessly”.
The new TVC features ‘Suzie’ and her eager-to-please assistant ‘Julian’ who stage a workplace intervention upon discovering the indulgent creaminess of Philly meals, encouraging the female staff to stop feeling guilty and give in to their desires with lighter, creamy Philly delights instead.
According to Ben Summons, Kraft Foods Australia/New Zealand Category Head – Dairy, it’s a fun and cheeky campaign that aims to challenge the notion that creaminess has to equal guilt: “We are really excited about the new campaign and believe that most women can relate to the old ‘moment on the lips, lifetime on the hips’ adage. We are having some fun and breaking conventions, allowing women to enjoy creamy foods without the guilt associated with traditional cream-based dishes.”
“The experiential and PR components will drive the ‘Love it shamelessly’ message throughout the year and continue to highlight the versatility of Philadelphia cream cheese in cooking by showcasing product innovations like our Philadelphia Cream for Cooking cream alternative,” Summons added.
Says JWT Melbourne Client Services Director Pete Randeria: “For years women have been encouraged to believe that the delicious, creamy foods they love are no-go zones that they should feel guilty about enjoying, ‘ Love it shamelessly’ turns this tension on its head. It’s a call to arms to women to jump in with both feet, enjoy the foods they secretly love and do so with shameless abandon. It’s a bold, distinctive long term brand idea and we’re thrilled that Kraft Foods has been able to unlock its power through a full 360 degree mix”.
The media plan, developed by Carat aims to showcase versatility across the product range and inspire consumers to share the multitude of Philly recipes. A number of key cross channel media partnerships have been identified to deliver the message in relevant environments and allow the Philadelphia brand to stand out in a competitive dairy advertising market.
The Philly brand will also be on the road with a national experiential campaign from April 2011 which will see a Philadelphia branded van touring the country driving trial of Philadelphia-based dishes at a number of major food, home and lifestyle shows as well as CBD locations.
Agency: JWT Melbourne
Executive Creative Director: Richard Muntz
Creative Group Head: Jim Ritchie
Art Director: Hannah Smit
Account Service: Peter Randeria and Prue Tehan
Planning: Angela Morris and Anuj Mehra
Media: Carat
Group Business Director: Catherine Krantz
Strategy Manager: Fiona Driver
Business Manager: Vanessa Jagiello
Digital Manager: Hayley Crossthwaite
Senior Business Executive: Sarinna Harte
Experiential: Traffik
Strategic Director: Adam Jeffrey
Account Director: Nick Harvey
PR: Liquid Ideas
Director: Stuart Gregor
Account Director: Tegan Flanagan
Client: PHILADELPHIA
Marketing Director: Amanda Banfield
Category Head, Dairy: Ben Summons
Senior Brand Manager: Helena Ngo
Assistant Brand Manager: Jenna Hockey
19 Comments
Hmmmm. Tough client
Munted.
The. Worst. Piece. Of. Shit. I. Have. Ever. Seen.
I’ve been waiting a while to use the full. stops. for. effect. gag. I think this really, really deserved it.
Don’t move away from an established (and, frankly, memorable) campaign unless you’re going to do something markedly better. This aint that.
Sure, the ad is pretty middle of the road, but the strategy is good, and very campaignable. Now, if only the agency could develop (or persuade the client to run) slightly more interesting and contemporary executions.
Bravo to you, Sir, for one of the most shamelessly jargonistic statements ever to grace a press release:
“It’s a bold, distinctive long term brand idea and we’re thrilled that Kraft Foods has been able to unlock its power through a full 360 degree mix”.
Right…that’s the last straw. I’m off to find another creative blog that doesn’t let this kind of shit past the front digital doors…..
I was really hoping this was going to be good enough to convince my partner who has self esteem issues to eat healthier options and lose a few kilos.
Oh well.
Oh please 8:01, the strategy isn’t good – it sticks out like dogs balls and by no means is a new thought either. If anything it reeks of planners getting too involved in the creative work. I bet the word “Shamlessly” was highlighted and starred on the brief.
Oh yes and in my opinion the ad is stinking this blog out. Hard to imagine why you’d ever PR it.
Agree. With. Full. Stop. Guy.
I get it, women should be ashamed of eating, but eating this means that shame is replaced by a need to sing and dance.
I like it.
Campaign Brief blog – full of bitchy ‘anonymous’ award school graduates.
Whilst your waiting for your first ‘big’ campaign to be presented to ‘worthy’ client, why not take coffee orders for the entire creative department (full of all those people you quietly despise).
xx
Jason you need to learn how to spell. Bless.
you’re, Jason. You’re.
Touche!
The woman in the ads says she prefers her salad tossed.
At least there’s a joke for the lads in it.
Jason I think you’ll find it’s spelled Douche.
Damn right you’ve spun the tension on it’s head. Right out of the ad. Can we please ban these ridiculously long PR releases?
We don’t need to see the brief, the strategy, the consumer insight, the creative rationale, the media plan AND THE AD. Most of us big ad people can figure all that out for ourselves.
Just when you think JWT Melbourne begin to turn a corner they churn this garbage out.
What’s worse is they’ve got people there who want to make better ads – and then there’s the hierarchy above them who obviously don’t.
Pretty fucking sad really.