Kraft-Heinz: Bagelgate

Philadelphia, a soft cheese brand, launched a social campaign against Apple's new bagel emoji that saw it promote its own version featuring Philadelphia cheese as a filling to increase sales among millennials.

Campaign details

Brand: Kraft-HeinzAgency: Droga5Country: United States

Objectives

For almost 150 years, Philadelphia had been the undisputed leader in cream cheese in America. While it was an iconic brand among many generations, one generation wasn't giving Philly any love at store shelves – adults ages 21 to 34. Millennials knew about Philly, but they weren't regularly buying it. For Philadelphia to secure their position as category leader, they needed to earn the affection and consideration of 21-34 year old cream cheese buyers, and ultimately take their rightful place in the carts of millennials everywhere.

Summary...

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