Philadelphia Cream Cheese ads use a visual trick to nod to the brand’s fresh ingredients

Gut Miami campaign’s image appear to show cow patterns, until you take a closer look

Published On
Apr 10, 2024
Philadelphia Cream Cheese billboard on a farm

Editor's Pick

Philadelphia Cream Cheese is using visual sleight of hand in fun out-of-home ads that appear to show the distinctive pattern of dairy cows—but actually feature the product in disguise.

Upon closer inspection, the ads actually show Philadelphia Cream Cheese schmeared on bagels and toast. Thus, the campaign works double time—showing the product itself while also celebrating the fresh milk and real cream that go into it.

Philadelphia Cream Cheese ad on a mobile billboard

Philadelphia Cream Cheese ad on wild postings

Philadelphia Cream Cheese ad on a mobile billboard

The ads will appear on mobile billboards in New York, Chicago, and Los Angeles, as well as wild postings placed outside delis and bodegas throughout New York. The brand also bought a billboard outside Fall Creek, Wisconsin, to feature the campaign “in its natural habitat.” 

Traditional billboards will appear along a major expressway in Chicago. And a few half-page, horizontal ads will be featured in an issue of New York magazine at the end of April.

Here’s a BTS video showing how the imagery came together:

 

“Philly fans know a thing or two about the perfect schmear, and this campaign serves as a real, tangible reminder of this truth,” said Keenan White, senior brand manager, Philadelphia, at Kraft Heinz. “We want to connect to the product experience in an unexpected and creatively fresh way and ground ourselves in what makes our product so special.”

“We love how these print ads beautifully pay homage to the source of Philadelphia’s delicious cream cheese, while also capturing that mouthwatering appetite appeal, you only notice on second glance,” added Dean Paradise, executive creative director at GUT Miami.

Philadelphia Cream Cheese ad showing what look like cow patterns

Philadelphia Cream Cheese ad showing what look like cow patterns

Philadelphia Cream Cheese ad showing what look like cow patterns

Credits

Date
Apr 10, 2024
Client :
Philadelphia Cream Cheese
Agency :
Gut
Co-Founder & Creative Chairman :
Anselmo Ramos
Global Chief Growth Officer & Partner :
Carmen Rodriguez
Chief Executive Officer :
Sandra Alfaro
Chief Creative Officer & Partner :
Ricardo Casal
Chief Creative Officer & Partner :
Juan Javier Peña Plaza
Executive Creative Director :
Dean Paradise
Head of Account Management :
Joselyn Bickford
Head of Production :
Renata Neumann
Head of Art :
Guido Fusetti
Head of Strategy :
Natalia Davila
Head of Resourcing :
Junia Parodi
Creative Director :
Andy Tamayo
Creative Director :
Alexander Allen
Associate Creative Director :
Daniel Jaramillo
Associate Creative Director :
Sofia Rosell
Designer :
Rebecca Miranda
Executive Producer :
Haley Silverman
Junior Producer :
Steven Sarria
Account Director :
Lisa Paravano
Management Supervisor :
Diana Hernandez
Sr. Account Executive :
Gabriela Flores
Project Manager :
Melissa Rodriguez
Project Manager :
Sarah Diomande
Strategy Director :
Matias Candia
Sr. Strategist :
Anastasia Lara

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