The Cream Cheese Philadelphia is perfect for passing on bread, but it’s also a great addition to any recipe – from tomato sauces to appetizers to desserts. It begins with local dairy farmers near Beaver Dam, WI and Lowville, NY who take pride in their products. They supply Philly with fresh milk, which are combined with fresh wholesome cream.

Challenge

The strategy created by Trade Zed goes beyond the natural point and explores cross-merchandising through partnerships with BRF’s own brands and differentiated parts at the point of sale. Thus, the agency created three different jobs: one for the refrigerated environment, alongside competitors in the category, another to identify new opportunities in the POS in order to explore the concept of the product, such as creating a display to position it next of meat; and a third material that is part of cross-merchandising: an extra point to open a new Philadelphia exhibition space, such as next to checkouts, or next to bakeries.

Info

Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Art Directors – Bruna Macedo & Bruno Cardoso & Carolina Kim & Natália Estevez
Agency – Dez Comunicação
Date – 2014