Solution

We knew people still had strong feelings for Philly – it’s a simple, fresh pleasure. But these feelings were latent, most unlike the interest of Jamie, Nigella and Gordon who eulogised inspiration and passion for food. People were heading back to the kitchen and home-cooking in droves, and this trend was a perfect fit to a little known Philly product truth – it’s a terrific cooking ingredient. Philly adds flavour and texture to ordinary dishes while being convenient enough for modern life: think creamy pasta sauces, think smooth fillings for baked salmon and chicken, think fresh pizza toppings.

In July 2005, we launched the ‘Real Food’ campaign for Philadelphia with the overarching objective to show what Philly can bring to cooking as a real ingredient.

The campaign extended from TV and press advertising to website content, cookery, exhibitions, and point of sale.

The Real Food campaign has driven double digit volume growth in a mature market despite price drops of more than 60% by private labels.

In testing the advertising has achieved more than twice the norm for ad recognition and brand linkage. And importantly, 87% of people remembering the campaign have already tried a recipe or intend to try one.