Philadephia Cream Cheese: Philly Up, 5

Philadelphia Cream Cheese is rolling out a new campaign encouraging Canadians to “Philly Up”. The campaign, which launched recently with two TV spots, encourages Canadians to embrace everyday challenges and show that Philly is an essential part of making the most of everyday. This campaign marks Kraft Canada’s fresh approach to marketing the Philly brand and looking at their iconic brands in a different light. Campaigns are now grounded in consumer insights and cultural points of view leading to, what Kraft calls, Big Magnetic Ideas. “Philly Up” is a great example of the transformation that’s happening at Kraft. Agency: Union, Toronto.