The UK’s number one cream cheese brand[1], Philadelphia, is partnering with New York Bakery to celebrate the classic combination of cream cheese and bagels and their synonymity with the brunch occasion. In addition to the partnership, Philadelphia is rolling out a brand-new on-pack promotion, giving consumers the chance to win brunch for two in New York City on a trip worth £1000* as well as a host of fantastic brunch-themed prizes.
Launching in July, the promotion will be visible on-pack on Philadelphia Original, Philadelphia Light, Philadelphia Sweet Chilli, Philadelphia Garlic & Herbs and Philadelphia Chives, with all packs in the Philadelphia range eligible for competition entry. Once consumers have bought their pack, all they need to do to enter is scan the on-pack QR code or visit www.philadelphia-brunch.com and add in details from their purchase and they will be entered into the draw.
In addition to the trip to New York, there are 11 other exciting prizes up for grabs, as consumers also have the chance to win a luxury hamper* to create their own brunch at home. Each entry into the competition will receive a downloadable Philadelphia recipe book* for extra brunch inspiration.
Inspiring consumers in store, the brands are launching The Philly Deli: POS materials showcasing different combinations – whether that’s The OG, Philadelphia Original and New York Bakery Original Bagels, or exciting flavour combinations such as The Popular One, Philadelphia Garlic & Herbs and New York Bakery Sesame Bagels.
Bansi Metha, Junior Brand Manager for Philadelphia at Mondelēz International said: “With nine out of ten UK adults already enjoying the brunch occasion[2] we’re delighted to have created an official partnership combining two of the most iconic brunch ingredients. Retailers are encouraged to stock the full range of Philadelphia products which all feature the on-pack promotion, to offer consumers an array of flavour combinations to enjoy and drive incremental sales. Our partnership with New York Bakery also looks to continue to drive even further excitement around the brunch occasion, with the coming together of two perfect brunch products.”
The campaign will be supported by an unmissable 360 campaign including in-store visuals, OOH and social media activity to drive consumer awareness and engagement.
[1] Nielsen 19.04.25 – 52.7% MAT Value Share, Cream cheese in snacks w/e 19.04.25
[2] OnePulseconsumer survey of 500 UK natrep adults, January 2024
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