Kraft Philadelphia: The Philadelphia story - IPA Effectiveness Awards Case Study 1996

Brief Description: Paper looks at the long running campaign aiming to develop and sustain the brand. Problem by 1994 -96 was one of infrequent usage with a concentration on crackers and bread. Using the same two girls from launch ads other methods were shown including hot dishes and breakfast. Breakdown given of; response to advertising, market and brand value, attraction of new customers, successful fighting off of own label. Millward Brown shows success of short term advertising ;---(TAGS)--- Full Title: Kraft Philadelphia : the Philadelphia story ; Number: 1996/305 ; Brand Name: Philadelphia Cream Cheese ; Client: Kraft Jacob Suchard ; IPA_ProductCoding: Food (Spreads & dips - savoury) ; Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: J Walter Thompson ; Author: Bridget Angear, Nick Johnson ;