2024 Winner
BronzeBest in Collateral
Kraft Heinz
(Philadelphia Cream Cheese)
"Philadelphia Schmear Socks"
Rethink
(Philadelphia Cream Cheese)
"Philadelphia Schmear Socks"
Rethink
Philadelphia Cream Cheese worked with Rethink to successfully reposition itself among Gen Z consumers through an innovative campaign centred around the Nike Bagel Dunks shoe launch. Facing competition from private label alternatives and needing to regain relevance, Philadelphia saw the opportunity it needed to distinguish itself in Nike’s bagel-inspired shoes.
The campaign introduced “Philly Schmear Socks” as the perfect accessory to the coveted Bagel Dunks. Teasing the socks on social, including partnerships with popular sneaker and fashion accounts, the campaign helped generate curiosity and anticipation. Available in iconic flavours and cleverly packaged to resemble Philadelphia’s cream cheese packs, the socks quickly became a sought-after item, selling out within two hours.
The campaign garnered more than 300 million impressions within 24 hours and earned media coverage worth $3.7 million. Philadelphia Cream Cheese was prominently featured in media stories, particularly those targeting Gen Z audiences, in outlets like Complex, Narcity and MTL Blog, and quickly translated into tangible business success with a notable increase in sales and market share.
The campaign introduced “Philly Schmear Socks” as the perfect accessory to the coveted Bagel Dunks. Teasing the socks on social, including partnerships with popular sneaker and fashion accounts, the campaign helped generate curiosity and anticipation. Available in iconic flavours and cleverly packaged to resemble Philadelphia’s cream cheese packs, the socks quickly became a sought-after item, selling out within two hours.
The campaign garnered more than 300 million impressions within 24 hours and earned media coverage worth $3.7 million. Philadelphia Cream Cheese was prominently featured in media stories, particularly those targeting Gen Z audiences, in outlets like Complex, Narcity and MTL Blog, and quickly translated into tangible business success with a notable increase in sales and market share.
Credits
Chief Creative Officer: Aaron Starkman, Mike DubrickChief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Strategist: Tanvi Swar, Sarah Phillips, Tevis Spence
Art Director: Michelle Budge
Writer: Jackson Byrne, Jeremie Lachance, Marie-Hélène Lessard
Print Producer: Kate Spencer, April Haffenden
Printers: Custom Labs powered by Outway
Account Services: Jamie Sutherland, Joanna Oszczak, Monica Ha,
Catherine B. Mainville
Client: Kaitlin Kocsis, Keenan White, Anne Field
Media: Carat, Starcom
PR: Middle Child, Zeno Group
Middle Child
Sean Citrigno, Managing Director
Gillian DiCesare, Vice President
Emily Kett, Account Director
Rebecca Fuller, Associate Account Director
Bea Ticsay, Senior Account Manager, Digital
Chandler Nowak, Senior Account Manager
Stéphania Masoabo, Account Manager
Patricia Gonzalez, Senior Account Executive
Charlotte Hefner, Senior Account Executive
Sabeeyha Bobat, Account Executive
Zeno Group
Missy Maher, EVP, Head of Integrated Communications
Jamie Dammrich, Senior Vice President
Courtney Pischke, Senior Vice President, Media Strategy
Alysa Winkler, Vice President
Bethany Stokoski, Account Supervisor
Veronica Smith, Senior Account Executive, Media Relations
Morgan Miller, Senior Account Executive