Challenge: Consumers are increasingly trading down to private label items. Philadelphia Cream Cheese needed to combat this and secure their market share, specifically with millennials.

Solution: Relatability is credibility, and social conversation fuels product relevance for younger generations.

From recipe ideas to mukbangs, food is inherently linked to social platforms. And because we’re all content creators nowadays, influence is no longer only contained to the “influencer”. Essentially, cottage cheese went viral on TikTok in 2023, and we took note. To help reinforce Philadelphia as a fridge staple among a demographic that is re-entering the dairy category, we decided to deploy a mass influencer strategy to help spread the word and illustrate new ways to enjoy. Our content team worked with Conde Nast to partner with a mix of 9 micro and macro influencers across both “foodie” and lifestyle verticals. Over 32 pieces of content were launched on Instagram and TikTok as well as run-of-network banner amplification across 6 Conde Nast titles. The program garnered 36M+ impressions, 22M+ video views and drove a 14.8% lift in intent to ‘recommend Philadelphia to a friend’.