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: Philadelphia Cream Cheese ~ Kraft Philadelphia : The Philadelphia story; Number: 1996/305; Brand: Philadelphia Cream Cheese; Client: Kraft Jacob Suchard; Product Category: Food (Dairy products - milk/cream/yogurt/cheese/eggs) ; Food (Spreads & dips - savoury); Agency: J. Walter Thompson; Author: Bridget Angear and Nick Johnson; Prize Winners: Silver; (Ref: Adworks 9)