A new ad campaign for Kraft's Philadelphia Cream Cheese by McGarryBowen focuses on the quality of the ingredients and purity of the process. The tagline: "When it comes to taste, Philadelphia sets the standard." Christopher Urban, senior brand manager, says the company is responding to consumers' need for more transparency about processes and suspicions of heavily processed foods. The push will include 20 weeks of television ads this year, as well as print and social media.
Kraft spotlights the naturalness of Philadelphia Cream Cheese