Philly will give away free bagels and cream cheese if its team covers the spread

Philadelphia Cream Cheese isn't advertising in the Super Bowl; instead, it's betting on it. With its namesake team among the two battling it out this year, the Kraft Heinz brand is running a sweepstakes for consumers in the run-up to the Big Game; if the Eagles cover the spread (ie if they win by 2—the spread is 1.5 points) it will give away free bagels and cream cheese to some lucky winners. To enter, people need to comment on the brand's Instagram post using the hashtags #PhillyCoversTheSpread and #sweepstakes and share their favorite game day dip. The campaign is by Rethink, with paid media by Starcom’s P57 and PR by Zeno Group and Middle Child. It's the latest in a series of buzzy marketing stunts by the brand and agency, which have included making socks with the texture of cream cheese inspired by Nike's bagel kicks and creating a hellish hot cream cheese for Friday 13th.

Philly will give away free bagels and cream cheese if its team covers the spread

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