The UK’s number one soft white cheese brand, Philadelphia, is wrapping up its product offering with a fresh new packaging design.

The brand will see fresh new branding appear across its whole range. The new pack design aligns with its new ‘savour the moment’ equity positioning which focuses on variant differentiation and fresh ingredients that can help create uplifting mealtime moments.

The redesign will be supported by the ongoing savour the moment TV campaign.

David Cameron, Brand Manager for Philadelphia, comments: “Philadelphia is a favourite with consumers and has the highest number of both value and volume sales in the soft white cheese market. We believe that this eyecatching new design will help shoppers to locate our products on shelves and will really help inspire consumers to create delicious meals and moments with Philadelphia.”

What does this mean to the retailer?

• Supported by total brand investment throughout 2018 – stock up in advance of heightened consumer awareness

• Cream Cheese is purchased by 64% of consumers – the new branding will further tap into an already active consumer base

• The new pack design will catch consumers’ eyes and is likely to increase shopper interest and drive sales

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