Philadelphia Aligns With Its Modern Audience Sentiment To "Leave Fewer Traces" In Its New Campaign

Apr. 25, 2022

Inspired by consumer insights, Philadelphia brings sustainability to its brand strategy and wants to leave fewer traces: from supporting the reduction of food waste towards being more sustainable from farm, to tub, to your table.

Philadelphia, a Mondelez brand in Europe, is helping to fulfill the company’s 2025 goals for "Snacking Made Right" with clear objectives on carbon reduction, increased use of recycled plastic, reduction of waste in manufacturing, good farming practices, amongst others. To bring these actions to life, the campaign is anchored in a strong product truth: so deliciously creamy you never want to leave a trace of it on your plate. Something the brand has adopted as its mantra on sustainability: to be the cream cheese that seeks to leave fewer traces.

Shared Matthieu Elkaim, Ogilvy Paris CCO and co-President said:

"The campaign's commitment is to pay tribute to consumers' dedication to the pleasure of Philadelphia food and their efforts to leave no trace, every day. Matching Philadelphia's efforts to simply leave further traces across its own activities."

 

The social media campaign by Ogilvy Paris has a one:25 Hero Film with 6 cutdowns, three:10 Targeted Films, and a digital imagery bank to communicate Philadelphia’s story of seeking to leave Fewer Traces to a diverse audience: from busy professionals to young parents and the Generation Green young Millennials.

Furthered the agency’s creative director, Juana O’Gorman said:

"It’s an honest approach directly inspired by consumer and brand insights. As consumers become more engaged in doing more for the environment, they expect the brands they use to do the same. Understanding how our different audiences view sustainability allows us and brands to personalize our creative approach to better meet those views."

 

Philadelphia’s Fewer Traces story will ultimately convey the following messages:

• Fewer Traces of food waste: Inspiring Philadelphia lovers to reduce their food waste with recipes to help create delicious dishes with any food about to go to waste.
• Fewer traces with our recipes: Proudly making the freshest Philadelphia cream cheese using mainly three key Ingredients - milk, cream and a pinch of salt.
• Fewer traces in manufacturing: Working across manufacturing and distribution operations to reduce water waste, energy consumption and CO2 emissions.
• Fewer traces of plastic: Using tubs that are already 100% recyclable, and integrating increasingly more recycled plastic with a goal to save the equivalent of 500 million virgin plastic tubs by 2023.
• Fewer traces in our teams: Creating an inclusive workplace where differences are valued.
• Fewer traces on our farms: Working with our suppliers to implement always more sustainable farming practices that respect animal welfare.