Philadelphia Cream Cheese is hoping its new cheesecake kit will be a popular holiday gift under the tree this year. And just to make sure, it's marketing it like it's the latest games console.

A new campaign from agency Gut for the Kraft Heinz brand styles the $4.99 kit, which comes with a baking pan as well as ingredients in special tech-style packaging, as the "Philly Series 5." As Sony's PS5 and Microsoft's Xbox Series X drop for this gift-giving season, the spot spoofs console marketing with claims of "3D cookie crumb technology" and "the latest dual egg processor" as well as the "five bricks of power" (aka packs of Philadelphia). 

Coming after innovations like Pumpkin Spice Mac & Cheese and its Heinz Ketchup Puzzle, it's another example of Kraft Heinz providing some fun food-related entertainment this year. While appealing to gaming fans, it's a good way of tapping into the pandemic baking craze.

“Nothing in the world moves faster than the technology curve, and we always strive to be at the forefront—both in our product and in the ways consumers experience the simple pleasure of Philadelphia,” said Basak Oguz, director of marketing at Philadelphia Cream Cheese, in a statement. “The Philly Series 5 is our way of moving at the speed of innovation, and bringing consumers the most delicious gift of the holiday season.”