The ‘You’ve Got a Friend in Philly’ campaign aims to emphasize Philadelphia as a reliable choice for shoppers, positioning it as a true “friend in their fridge.” This campaign is part of a comprehensive brand communication investment that will be carried out until 2023. To ensure widespread awareness, the new positioning will be promoted through various channels such as PR, digital platforms, social media, and a TV and cinema advert.
One of the key elements of the new TV advert is the portrayal of two lifelong friends and the moments of connection they have shared throughout their lives. These bonds have been sustained over bites of Philly, starting from their school days and continuing into adulthood. This narrative aims to showcase the role of Philadelphia as a constant source of support, similar to the unwavering friendship between the two characters.
Raphael Capitani, senior brand manager at Philadelphia, recommends that retailers stock and prominently display the full range of Philadelphia products during the campaign. By doing so, retailers can benefit from the initial surge in demand and interest from shoppers. Additionally, this approach will encourage shoppers to actively participate in spreading the message of friendship beyond the campaign launch.
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