The ‘Choccy Philly? Don’t Be Silly” campaign launches next week on Philadelphia’s YouTube channel and features comedian Jennifer Saunders parodying people’s reactions to the idea of the new spread.
Digital activity will be supported by a TV ad as well as a raft of in-store and experiential activity nationwide.
The confectionary giant has forecast sales to hit £10m in the first year alone, following the success of Philadelphia with Milka in Germany, which has grown to generate €22.2m (£18.3m)in sales since it launched in 2010.
The marketing strategy for the spread will differ from its German counterpart by targeting the afternoon snack market rather than focusing on breakfast.
Kraft will launch a nationwide sampling scheme next month to try and address the “confusion” and “disbelief” consumers have aired in reaction to this month’s launch.
Gemma Maple, brand manager for Philadelphia says: “We wanted the debut campaign for Philadelphia with Cadbury to focus on addressing the barrier of how cheese and chocolate sounds to consumers and from next month will be visiting shopping centres throughout the UK to try and giveaway 220,000 samples to shoppers.”
Prior to launching the campaign, Philadelphia sent 100 brand advocates on its Facebook page samples in a bid to drive online buzz ahead of the nationwide launch of the product.
The ad campaign was developed by creative agency JWT, while the packaging was developed by design agency Holmes & Marchant.