- Philadelphia is launching a new on-pack promotion, giving consumers the chance to win brunch for two in New York City
- There are 11 other prizes up for grabs, including luxury hampers to create brunch at home
- The campaign will be supported by in-store visuals, OOH, and social media activity
Leading cream cheese brand Philadelphia has partnered with New York Bakery to celebrate the classic combination of cream cheese and bagels and their synonymity with the brunch occasion.
In addition to the partnership, Philadelphia is rolling out a brand-new on-pack promotion, giving consumers the chance to win brunch for two in New York City on a trip worth £1000 as well as a host of brunch-themed prizes.
Launching in July, the promotion will be visible on-pack on Philadelphia Original, Philadelphia Light, Philadelphia Sweet Chilli, Philadelphia Garlic & Herbs and Philadelphia Chives, with all packs in the Philadelphia range eligible for competition entry. Once consumers have bought their pack, all they need to do to enter is scan the on-pack QR code or visit www.philadelphia-brunch.com and add in details from their purchase and they will be entered into the draw.
In addition to the trip to New York, there are 11 other prizes up for grabs, as consumers also have the chance to win a luxury hamper to create their own brunch at home. Each entry into the competition will receive a downloadable Philadelphia recipe book for extra brunch inspiration.
Inspiring consumers in store, the brands are launching The Philly Deli: POS materials showcasing different combinations - whether that’s The OG, Philadelphia Original and New York Bakery Original Bagels, or exciting flavour combinations such as The Popular One, Philadelphia Garlic & Herbs and New York Bakery Sesame Bagels.
“With nine out of ten UK adults already enjoying the brunch occasion we’re delighted to have created an official partnership combining two of the most iconic brunch ingredients,” Bansi Metha, junior brand manager for Philadelphia at Mondelēz International said.
“Retailers are encouraged to stock the full range of Philadelphia products which all feature the on-pack promotion, to offer consumers an array of flavour combinations to enjoy and drive incremental sales. Our partnership with New York Bakery also looks to continue to drive even further excitement around the brunch occasion, with the coming together of two perfect brunch products.”
The campaign will be supported by an unmissable 360 campaign including in-store visuals, OOH and social media activity to drive consumer awareness and engagement.