A nationwide sampling campaign for the launch of Chocolate Philadelphia spread is set to roll out to support the above-the-line from JWT, with sampling being handled by RPM.
The launch of the spread, the packaging for which was designed by Holmes & Marchant, will include activity inviting consumers to vote for whether they believe the new product to be ‘mad’ or ‘genius’.
Sampling will aim to drive trial, targeting women with families, aged between 25 and 44.
Sampling will take place throughout March and April.
Gemma Maple, brand manager for Philadelphia Innovation and Snacks at Kraft Foods, said of the campaign: “As Choccy Philly is an unusual product, we truly see the importance of driving trial and placing it into the hands of the consumer. Launching Choccy Philly through such a large scale sampling campaign will enable us to encourage the public to decide what they think of the flavour and raise as much awareness as possible. The voting mechanic is a great way to involve consumers, and we are excited to see the public’s reaction to such a quirky product.”