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Philadelphia launches new brand purpose and positioning with global campaign “You’ve got a friend in Philly” to remind shoppers to spread friendship around them.

Philadelphia, the UK’s number one[i] cream cheese brand, is launching a refreshed brand positioning this month to inspire consumers to spread friendship around them. You’ve Got a Friend in Philly will remind shoppers that Philadelphia can be a true “friend in their fridge” as part of a far-reaching brand communication investment through 2023.

The roll out of this new positioning will be supported extensively through PR, digital and social media activity and, excitingly with a new TV and cinema advert. This will raise brand awareness for retailers to help them drive their sales, while enhancing brand loyalty and building an emotional connection for shoppers.

The You’ve Got a Friend in Philly campaign will encourage shoppers to spread friendship in their lives, with Philadelphia helping to drive these moments of connection. The heart-warming new TV advert sees two lifelong friends at key moments of connection throughout their lives that are sparked and sustained over bites of Philly – first when bonding at school, and later as adults. The two friends are always there to pick each other up and comfort one another and this is reflective of Philadelphia, as it’s the simple addition shoppers can always rely on to give whatever they pair it with that little boost.

Raphael Capitani, Senior Brand Manager at Philadelphia, adds: “Connecting over food and drink is one of the most popular ways for shoppers to spread friendship in their lives. Those little moments of connection can make all the difference to maintaining and improving relationships.

“Philadelphia is already known as that friend in everyone’s fridge so whether it’s rustling up snacks together or exchanging tasty recipes, we’re encouraging shoppers and retailers alike to consider the importance of spreading friendship.

“We would recommend retailers ensure the full range of Philadelphia is well-stocked and visible throughout the new campaign to tap into the additional initial demand and interest from shoppers, as well as to encourage shoppers to get involved and spread friendship, not just at launch but beyond!”.

For more ranging and category insight to help grow snacking sales can be found at

[i] Nielsen, Total Coverage, Value Sales, MAT data to 31.12.22

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