Philadelphia and Cadbury’s “Choccy Philly? Don’t Be Silly” marketing campaign to promote the cream cheese chocolate spread, is set to launch today, with a TV ad by JWT London to follow on Tuesday.
The £3.2m integrated push, which also includes digital, PR and in-store, will feature Jennifer Saunders parodying people’s reactions to the idea of the spread.
Gemma Maple, brand manager for Philadelphia says: “We wanted the debut campaign for Philadelphia with Cadbury to focus on addressing the barrier of how cheese and chocolate sounds to consumers and from next month will be visiting shopping centres throughout the UK to try and giveaway 220,000 samples to shoppers.”
The product itself launched at the start of the month.