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By Amy Houston | Senior Reporter

June 21, 2023 | 3 min read

It’s a new global brand purpose and position for the cream cheese brand.

Philadelphia is leaning into its ‘comfort food’ side with a new ad that focuses on the ups and downs of a friendship. In the spot, viewers see two young girls bond over the cheesy snack and throughout the years how it remains a constant in their lives (even through dodgy haircuts and marriages).

It’s the work of creative agency Ogilvy UK, drawing upon research done by its behavioral science team that found that the brand is seen as comforting and there whenever consumers want to create something simple yet delicious.

As part of the design landscape, the team created a new global typeface, identity system and art direction based on the idea that Philadelphia is a friend to food. The team crafted a new font humorously named ‘Mmm Sans’.

On the project, executive creative director Jules Chalkley said: “Friendships define us. But overwhelmed by devices, platforms and noise friendships are in crisis. It has never been more crucial to appreciate and celebrate those around us that make us feel seen, heard, sane, loved and cheerful. ’You’ve Got a Friend in Philly’ is a campaign for our chosen family, leveraging craft, creativity and science to create impact.”

The campaign will run across TV, cinema and social media in the UK from this week.

philly - 02
Philly - 01

Credits

Mondelēz

Senior director marketing: Vanessa Harrer

Head of Philadelphia equity and strategy: Derya Seyman

Brand equity manager: Chiara Ziboni

Director, strategy, insights and analytics: Krystyna Klimczak

Northern Europe insights manager: Ana Fernandez

Marketing director: Kirsten McPherson

Senior brand manager: Raphael Capitani

WPP All Star Team

Managing partner: Dani O’Donnell

Client partner: Pumie Msengana

Project director: Lily Greenwood

Project manager: Phoebe Salter

Executive creative director: Jules Chalkley

Deputy executive creative director: Sam Cartmell

Design executive creative director: Dave Towers

Designer: Joe Glover

Chief strategy officer: Jakub Hodbod

Strategy director: Hannah Wren

Ogilvy Consulting

Consulting partner: Daniel Bennett

Ogilvy UK PR & Influence

Managing Partner: Jenny McCoubrey

Influence Business Director: Stephen Farrell

PR Business Director: Katie Lassman

Production

Director: Vince Squibb

Production company: Academy

Production company producer: Dave Birchall

Edit house: The Quarry

Editors: Paul Watts & Sam Jones

Edit assistant: Christina Hill

Post-production: ETC

Colorist: Luke Morrison

Executive producer: Olly Whitworth

Producer: Olivia Jessop

VFX supervisor: David Filipe

Audio company: Bark Soho

Audio engineer: Markus Ffitch

Audio producer: Emily Garaway

Music supervision: David Bass @Theodore Music

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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