Philadelphia Cream Cheese commands two-thirds of the market, so to grow their business it meant not just reimagining their strategy but rather rethinking the cream cheese market as a whole.
If cream cheese was going to be about more than just getting “schmeared” on bagels, it would take embracing a different kind of cuisine.
Enter Paula Deen.
Aligning with Deen (during her heyday) and her large digital footprint of cream cheese cooking advocates was a marriage made in heaven.
“Philadelphia Cream Cheese has always been a part of my refrigerator!”
We then energized the audience with a sweet contest to find four women to become the Real Women of Philadelphia — touring the country, crafting a cream cheese cookbook, and, of course, spending some time in South Carolina with their pal Paula Deen.
But the real secret was in the execution. The focus never left the real stars: our women. Philadelphia Cream Cheese was the champion, the facilitator, and never tried to outshine our women.
The results were delicious, to say the least.