Philly Match

Background

Philadelphia has been the benchmark in the spreadable cheese category for more than 150 years with a strong presence both in the retail market (supermarkets) and in the “Away From Home” channel, i.e., anything consumed outside the home (restaurants, stadiums, etc.).

Problem

Philadelphia is struggling to win over the “Street Restaurant Operators” segment, i.e., small restaurateurs with fewer than 19 locations, especially those not related to bagels.

Idea

Philadelphia is famously good on everything, but no one stops to notice just how versatile it really is. So we flipped the narrative: we didn’t just tell people Philly goes with anything, we let the boldest chefs prove it.

A campaign that turned culinary curiosity into a movement, spotlighting the brave, small-restaurant operators who dared to go weird and made everyone fall in love with Philly all over again.

Philly matches anything.

Social

A challenge will be proposed on social media in which users will be asked to propose strange combinations that restaurateurs will then have to test.

Activation

The proposed odd pairings will be tested by the small caterers and in turn will be posted both on philly profiles and on philly’s map inviting users to test them.

OOH

Multi-subject with visuals proposing unusual and bizarre combinations with Philadelphia giving also a spotlight to the restaurants that took part in the initiative.

Web experience

A map where all the establishments that use Philadelphia will be shown, plus you can choose which ingredient to pair Philly with and the map will show you the restaurants that offer that pairing.