‘Philly’ girls under threat as Kraft tests new executions

Kraft Jacobs Suchard is testing advertising in one-third of the UK which if successful, could ultimately replace its 11-year-old “Philly” girls campaign.

The new humorous ads feature a young woman enjoying the fantasy of being by a swimming pool in a tropical location while she is served Philadelphia cream cheese.

It is being screened in Granada, Yorkshire Tyne Tees and Border and has been created by Kraft agency J.Walter Thompson.

Nick Shepherd, marketing general manager for coffee and food at KJS, denies that there are plans to dump the two talkative secretaries Sarah and Anne who have done so much to build the brand and achieve extremely high levels of advertising recall.

He says: “We are not at the moment replacing the campaign, and have just shot two more executions to be aired in July.”

But he says Kraft will develop more work on its alternative campaign. He adds: “Working with JWT, we will probably make further commercials. We may well not put the two secretaries back on air in that part of the country.

“Every campaign ends and when the time comes I would like to have a campaign that I can switch into straight away.”

The Philly girls, one of whom is a “brand expert” while the other is a “brand novice”, share a hyperbolic love of Philadelphia.

The campaign has been flexible enough to advertise new flavour variants, line extensions and serving suggestions since it was first aired in 1987.

Stephen Carter, JWT chief executive says: “There are absolutely no plans to shelve the current campaign. This is sensible brand husbandry on Kraft’s side and on ours.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here