PHILADELPHIA CREAM CHEESE
CW: Pat O’Brien AD: Amun Chaudhary CC: Bayly Shelley
As part of a dedicated creative team, I was responsible for bringing Philadelphia Cream Cheese’s inspirational yet approachable tone to their social media channels.
Here’s a bit of what I got up to:
Reddit Megathread
Philadelphia Cream Cheese is THAT iconic household brand with a wide variety of use cases that go beyond being enjoyed on bagels.
So to highlight that nothing is ‘unschmearable’ with Philadelphia, we created a Reddit Megathread packed with unexpectedly delicious uses for Philly and invited Redditors to comment on the unique ways they get their cream cheese fill.
The response to the Megathread was such an overwhelming success that Reddit created a Case Study about it, with notoriously brand-adverse Redditors filling the comments with over 1000 different uses for Philly while praising the brand for effective advertising.
You Comment, We Make It
We then expanded this consumer comment driven approach to a successful TikTok content series called “You Comment, We Make It”.
The premise is simple - comment unique ways you enjoy Philly, and we’ll make videos & ads featuring our favourites.
This series became a high-performing staple for the brand, with celebrities like Andy Milonakis even having chimed in (I have yet to recover tbh).
Hits From The Content Calendar
Much of my work revolved around creating timely, culturally relevant & social native content for Philly’s monthly content calendars - here are some of my favourites :)