Philadelphia’s well-known ‘Angels’ have made a comeback in the cheese brand’s latest European campaign as part of a strategy to provide light-hearted humour to its target audience.
Created by J Walter Thompson, the agency’s first campaign for Philadelphia since winning back the business, the TV advert shows an angel giving fun advice to her nervous mum who is about to go on a first date. The spot ends with the daughter angel waiting up for her mum who eventually gets home in the small hours.
Greta Hammel, marketing director EU Meals, Mondelez International, said the campaign will make the brand’s angels relevant for today after first being introduced in the 90s.
“Philadelphia is a product where friends and family have enjoyed its rich and creamy taste over generations, and we believe this new campaign leverages the strengths inherent in the brand’s heritage but retains the wit, charm and warmth of the original characters and allows us to remind our consumers of the simple pleasure of Philadelphia.”
The campaign, which launched in the UK today, rolled out on 14 April in Portugal, Austria and Denmark and will run in a total of 11 countries on TV with support on digital, social and instore.