Philadelphia is a valued part of the overall Mondelez International offering. Red Agency was engaged in 2014 to assist in re-launching the Philadelphia brand and to support its new brand messaging. Philadelphia was best known in Australia for its previous advertising campaigns however these contained however this messaging was no longer relevant. The main challenge of this campaign was overcoming the previous messaging and changing consumers perception of the brand.



Red Agency’s campaign for Philadelphia  was centred around profiling the different uses  of Philadelphia and how Australians can use the product range in regular cooking, not just in snacks and treats. Together with Philadelphia Red Agency snapped the worlds first #FridgeShelfie and launched a campaign that encouraged Australians to submit photos of their fridge contents. The fridge contents in these images were then analysed and Philadelphia would provide a matching recipe. To support this campaign Red Agency hosted media events at key media publishing houses and invited journalists to share their own #FridgesShelfies. Celebrity cook and Masterchef contestant  Hayden Quinn was engaged as a spokesperson at these events and for the overall campaign.



Prior to launching #FridgeShelfies, Philadelphia was best known for its old advertising campaign and spreadable product range. We needed to modernise the brand perception and position Philadelphia as a versatile product, highlighting the whole product range and its many uses. The launch of the #FridgeShelfies campaign was a huge success which resulted in over 70 items of media coverage in a number of quality outlets including key pieces with The Morning Show , Today Show,, mX, HomeHeaven and