Cream cheese sends senses on overdrive in new Philadelphia ads

Latest work from Gut shows people enjoying their Philly in an immersive way

Published On
Oct 21, 2021

Editor's Pick

We're not sure what they're putting in Philadelphia Cream Cheese these days, but the Kraft Heinz brand's latest campaign suggests it could give you a "multisensorial" experience, transporting you into other worlds.

Three new spots created by agency Gut depict people indulging in the creamy stuff in an almost ASMR way. One woman takes a bite of her cracker with Philly and her entire living room becomes covered in a huge fluffy rug to rival her Persian cat. In another spot, someone eating a bagel descends through their kitchen floor to float amongst beautiful clouds. A third spot sees a man choosing to snack on Philly in the bath transported to the middle of the ocean.

Ian Schwartz of Prettybird directed the ads, the tagline for which is "You Don’t Just Taste It. You Feel It.” According to Anne Field, equity and platform strategy lead, cheese, Kraft Heinz Company, the brand "set out to create multi-sensorial, immersive worlds" after conducting interviews with real consumers about how it made them feel.

"We started with the consumer—and really richly understanding their unique experience with Philadelphia and cream cheese," said Field. "There is so much passion for the multi-sensorial nature of cream cheese, and the idea that each time you eat it you experience again that 'ahhh' of deep satisfaction."



Field explained that the campaign involved conducting "intriguing exercises" with about 100 people to help the team "identify some metaphors for that almost indescribable experience. Not only did every single person describe Philly a little differently, but we noticed all kinds of other senses popping into those stories, too, [such as] how the creamy texture felt on a warm, crunchy bagel, the sight of dipping foods directly into the tub of whipped Philly, the sounds of the city slipping away."



Oct 21, 2021
Client :
Philadelphia Cream Cheese
Agency :
Founder Creative Chairman :
Anselmo Ramos
Chief Client Officer Partner :
Carmen Rodriguez
COO Partner :
Paulo Fogaca
ECD Partner :
Ricardo Casal
ECD Partner :
Juan Pena Plaza
Creative Director :
Bruno Mazzotti
Creative Director :
Dean Paradise
Jose Ramirez
Jeff Schermer
Lauren Cooper
Cara Johnson
Account Director :
Monique Beauchamp Estrella
Management Supervisor :
Carolina Foster
Account Supervisor :
Diana Hernandez
Sr. Account Executive :
Veronica Perez
Project Manager Account Services :
Claire Golden
Head of Production :
Renata Neumann
Producer :
Solana Froment
Global Chief Strategy Officer :
Fernando Ribeiro
Strategy Director :
Bruno Steffen
Senior Planner :
Maria Fernanda Perez
Head of Art :
Guido Fusetti
Creative Manager :
Cristina Cornejo Ayala
Creative Manager :
Junia Parodi
Sr. Social Project Manager :
Kristy Garcia
Agency :
VP Director :
Amber Wingert
Associate Director :
Jordan Mallace
Supervisor :
Abby Flynn
Senior Associate :
Brooke Tinsman
Director Video Investment :
Liz Reed
Associate Director Video Investment :
Sammie Hill
Supervisor Print :
Taylor Slattery
Senior Associate Print :
Beatriz Calderon
Vice President Head of Strategy & Development Meal Foundations & Coffee :
Jess Vultaggio
Vice President General Manager Cheese :
Vikram Singh
Equity and Platform Strategy Lead Cheese :
Anne Field
Director of Marketing Philadelphia Cream Chees :
Basak Oguz
Brand Manager Philadelphia Cream Cheese :
Erica Watkins Ryan
Senior Associate Brand Manager Philadelphia Cream Chees :
Keenan White
Senior Analyst Philadelphia Cream Cheese :
Christina Brown
Senior Associate Brand Manager Equity and Platform Strategy Cheese :
Melanie Guidotti
Production :
Director :
Ian Schwartz
Executive Producer :
Suzanne Hargrove
Director of Production :
Tracy Hauser
Producer :
Greg Haggart
Line Producer :
Ira Nepomenko
Service Company :
Director of Photography :
Matyas Erdely
VFX Finishing :
Creative Director :
Morten Vinther
Shoot Supervisor :
Ivan Lopez Hernandez
Sr. Executive Producer :
Camila De Biaggi
Sr. Executive Producer Color :
Meghan Lang
Sr. Producer :
Mark Driscoll
VFX Coordinator :
Lori McCrory
Mid Line Producer :
Chitra Vinod
Colorist :
Dimitri Zola
Color Assist :
Taylor Pool
CG Supervisor :
Corinne DeOrsay
Sr. Effects Artist :
Andy Sheng
Sr. Effects Artist :
Andrew Roberts
Compositing Team :
Piotr Bednarczyk
Compositing Team :
Pedro Acosta
Compositing Team :
Navid Santi
Compositing Team :
Jim Sprattling
Compositing Team :
Daryl Bruinsma
Compositing Team :
Navid Sanati
Compositing Team :
Kathleen Kirkman
Motion Design :
Joe Mckedanz
Motion Design :
Corey Diamond
Concept Artist :
David Kang
Prep :
Ajith Raj
Prep :
Akash Mishra
Prep :
Anilkumar Madhavan
Prep :
Jhinku Lal Gupta
Prep :
Kudrat Hossain Sk
Prep :
MohanaKrishnan C
Prep :
Prashant Mohite
Prep :
Sangram Londhe
Prep :
Yogesh Powar
Roto :
Bhavesh Subhash Chaudhari
Roto :
Deepak Gupta
Roto :
Digvijay Pati
Roto :
Digvijay Patil
Roto :
Gokulakrishnan M G
Roto :
Hrushikesh Tarade
Roto :
Karan Jadhav
Roto :
Onkar Ghatage
Roto :
Raghvendra Singh
Roto :
Rahul Mane
Roto :
Sarita Chauhan
Roto :
Shamim Zamir Khan
Roto :
Vishal Devkar
MatchMove :
Avaneetharan Karuppasamy
MatchMove :
Mohammad Qasim
MatchMove :
Shakti Jadhav
MatchMove :
Suhas N
Digital Matte Painting :
Sachin Dhapudkar S
Digital Matte Painting :
Mudraboina Vamsi Krishna
Sound Design :
Sound Design :
Sound Designer :
Philip Nicolai Flindt
Sound Designer :
Adrian Aurelius
Final Mix :
Philip Nicolai Flindt
Final Mix :
Adrian Aurelius
Executive Producer :
Gregers Maersk Moeller
Editorial :
Rock Paper Scissors East
Managing Director :
Eve Kornblum
Producer :
Lisa Barnable
Editor :
Mikkel EG Nielsen
Assistant Editor :
Alex Liu

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