In Australia, Philly is cheesecake. And with the Basque cheesecake and Japanese cheesecake still vying for supremacy that’s a good thing. It you’re older, it’s also dips. In America, it’s what you spread on a bagel. Even with a bagel a day, that’s unlikely to be large volume usage.
But now there’s Phillyboy in the US, a cowboy riding a cow accompanied by a ridiculous song. He travels across the land and shares Philly with families from a satchel – most importantly, reintroducing Philly as a staple that zooshes scrambled eggs, pesto pasta, chilli dip, soups…
In a category that’s rarely mad, Johannes Leonardo has made Philly stand out. The campaign launched with the commercial, The Adventures of the Phillyboy, and currently includes 19 spots, featuring different ways to use Philly. It’s Philadephia Cream Cheese’s first creative refresh since 2021 and covers TV, streaming/CTV, YouTube, social and creator partnerships.
Credits
Agency: Johannes Leonardo
Co-Founders & Creative Chairmen: Jan Jacobs & Leo Premutico
Chief Creative Officer: Jonathan Santana
Executive Creative Director: Lex Beltrone
Creative Directors: Grace Martin & Alex Smith
Senior Copywriter: Amanda Wennberg
Senior Art Director: Ernest Chan
Executive Design Director: Justin Walsh
Senior Designer: Molly Dauphin
Designer: Manmeet Sodhi
Junior Designers: Hongjin Lan &Radhika Chauhan
Strategy Team: Dan Ng, Anthony Perez, Jonathan Daly, Jim Rech, Cameren Moncrieffe
Account Team: Jack Beck, Audrey Thorn, Allie Graham, Shenea Walker, Destiny Heggins
Head of Production: Rebecca O’Neill
Group Executive Producer: Ken Kitch
Executive Producer: Kelly Treadway
Producer: Anna James
Associate Producers: Maya Cornelius & Omar Zapata
Business Affairs Team: Alesa Blanchard-Nelson, Krishna Shah, Librado Sanchez
Production Company: Somesuch
Director: Nick Gordon
Photographer: Juan Sanchez
Managing Director: Seth Wilson
Executive Producer: Ryland Burns
Producer: James Greenhall
Production Manager: Fatima Zaman
Editing: Cartel TV
Managing Director: Lauren Bleiweiss
Executive Producer: Evyn Bruce
Head of Production: Malini Kartha
Producer: Persia Anderson
Lead Editor: Eve Ashwell
Editor: Tony Wang
Assistant Editor: Attiyya Settle
VFX: Untold Studios
Colour: Color Collective
Colour Executive Producer: Claudia Guevara
Colourist: Alex Bickel
Colour Assistant: Kyungchan Min
Music: Human Worldwide
Managing Director & Global Executive Producer: James Dean Wells
Composer: Matthew O’Malley
Sound Mix: Post Human
Post Producer: Rob Suchecki
Engineer: Daryl Pinsdorf
Media Agency: Carat
Social & Content Partner: The Kitchen PR AGENCY: Zeno Group
Client: Philadelphia Cream Cheese
Chief Marketing Officer, North America, Kraft Heinz: Todd Kaplan
Vice President of Marketing, Taste Elevation, Kraft Heinz: Angie Madigan
Head of Creative Effectiveness, North America, Kraft Heinz: Steve Hill
Head of PR, North American Brands, Kraft Heinz: Jenna Thornton
Vice President of Marketing: Maddy Zingle
Senior Brand Manager: Kelli Srivastava
Associate Brand Manager: Maria Herrera Medina
Brand PR Manager: Chrissy Sopchyk
