How do you ensure the leadership of a premium brand, built on quality, amidst a sea of cheaper, "good enough" alternatives, when consumer's values are changing and wallets are shrinking?

That was the question we set out to answer.

Back in 2020, Philadelphia cream cheese - a brand present in 98% of American households - was growing old and their positioning centered around taste and perfection wasn’t resonating with younger audiences. On top of that, consumers' shopping habits were changing amidst national and global economic uncertainty.

A category dominated by quality suddenly saw price become a key deciding factor for consumers - and with that, Private Labels started growing with unprecedented speed, threatening even the undisputed category leader: Philadelphia.

This brief was about ensuring Philly's leadership, but more than that, its relevance and connection with consumers new and old alike.