- Philadelphia cream cheese has commissioned an original song, “Land of the Cream Cheese,” sung by rising country singer-songwriter Travis Yee, per details shared with Marketing Dive.
- The song is obtainable on major music platforms and can be boosted across TikTok and Instagram via a music video, paid 15-second spots and recipe duets. The campaign was developed and executed by Gut Miami with Carat U.S. supporting paid media and Zeno Group on PR.
- The campaign from the Kraft Heinz brand taps into the recognition of recipes that feature cream cheese on TikTok with a song that keys into themes of Americana upfront of Independence Day.
Philadelphia is celebrating the Fourth of July with an original country song that plays up patriotism and Americans’ propensity for putting cream cheese — because the lyrics say — on bagels; in pasta, coffee, Crock Pots and cheesecakes; with veggies; and for breakfast or dinner. The campaign comes as consumers, postpone by rising prices on the food market, are cooking more at home.
“As an iconic brand that has been around for greater than 150 years, Philadelphia shares our fans’ passion for proudly using our cream cheese to make anything and all the things creamier,” said Senior Brand Manager Keenan White, in an announcement. “We’re excited to acknowledge fans’ fervor in a way that’s never been done before and allow them to know that we see and appreciate their cream cheese devotion.”
The campaign is inspired by and meant to go wide on social media, especially TikTok, where cream cheese-filled recipes number greater than 132 million, per details shared by the brand. The campaign includes a wide range of elements for TikTok and Instagram, including teasers, a music video that features user-generated content (UGC) and overlays of flags, eagles and fireworks, 15-second spots set to a montage of UGC, original artist content and recipe duets in front of an American flag backdrop.
As branded original songs go, “Land of the Cream Cheese” seems like it will slot in on country radio, with its paeans to patriotism and the American dream. The song’s chorus is a recipe for America: amongst other things, “a dollop of freedom, a spoonful of grit” and “a giant ole block of that cream cheese.” Singer Yee first gained popularity by singing covers on social media and has 1 million followers on TikTok under the handle @asiancountrysinger.
The “Land of the Cream Cheese” campaign is the newest in a line of creative plays from the Kraft Heinz marketer. As the pandemic dragged on, Philadelphia offered therapy for homebound couples after which pivoted to a multisensory dining concept aimed toward burned-out consumers. The brand also toyed with gaming consoles and a tool that turned anything right into a bagel.
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