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Philadelphia Cream Cheese lets users Blipp the tub to reveal recipes and a game

Kraft Foods has teamed with Blippar to make the Philadelphia Cream Cheese more interactive.

Both tubs and print ads for Philadelphia Cream Cheese can be ‘Blipped’ to reveal content such as the new TV ad, recipes using the brand and a game where the aim is to catch falling ingredients from special Philadelphia recipes with your shopping basket for a chance to win £200 worth of shopping vouchers.

Jess Butcher, CMO and co-founder of Blippar, said: “It’s been great to work with such a well-loved brand. Philadelphia has such a loyal following and we are excited to be able to offer them more value for their purchase.

“There’s always going to be limited space on any product packaging, but what Blippar does is enable something as regular and familiar as a tub of Philadelphia to transform into an exciting visual experience whilst providing handy information such as recipes. Philadelphia cream cheese is such a versatile product and Blippar complements that fact.”

Featured by The Drum