Case History Database

Repositioning a big mature brand is never easy, but was necessary to deliver growth for Philadelphia. The communications challenge was huge: change consumer's perceptions and usage of the brand from a 'spread' to an 'ingredient' without damaging its valuable equity, commoditizing the brand of handing an own goal to own label. The solution; 'experiment with pleasure', saw careful transfer of equities into a new campaign, that included traditional advertising and original thinking (such as branded content combined with a promotion) that drove perceptual shift and behavioural change. Resulting in objectives significantly overachieved and brand equity even stronger than ever.

	Author-Head of Planning		Angela Morris		JWT
	Author-Planning Director		Anuj Mehra		JWT
	Marketing Manager		Paul Lamble		Kraft