Kraft Foods in Europe has relaunched its iconic brand, Philadelphia, with an innovative new pack design that keeps the product fresh tasting for longer, supported by a £5.5 million UK marketing investment in 2009.
From April, a new oval pack format will set the UK’s number one soft white cheese apart from own-brand imitators, replacing a pack that has remained virtually unchanged for 20 years. A more secure lid will preserve the fresh taste of Philadelphia, seal in moisture and help stop contamination from other fridge odours. The famous Philadelphia logo has also been modernised and now features a burst of light as a ‘halo’ around the brand name.
The multi-million pound marketing investment represents a five per cent increase in spend on 2008 in the UK and will include two high-profile TV campaigns in 2009.
Jack Pipe, Convenience Sales Director at Kraft Foods UK and Ireland, said: “This is exciting progress for an iconic brand, and the new packs mean that customers can enjoy the fresh taste of Philly for longer. The tubs are also sturdier and, being curved, more practical in shape, as it’s now easier to get those last important scrapes out of the container!
“The new packaging still boasts the distinctive branding of Philadelphia but now has even more shelf stand-out. This means that customers will be confident that they’re picking up the brand they know and trust.”
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