PHILADELPHIA
SIMPLY BETTER
Creative Director
Everyone adores Philadelphia’s high taste and quality. But the cost-of-living crisis made it a luxurious treat, not an essential and shoppers were switching to cheaper supermarket owned versions.
We did the one thing own-brands couldn’t – build an emotional connection. We showed how their favourite comforting Philly made everything better.
And by everything, we mean everything.
Our campaign, ‘Simply Better’ spread across OOH, social, influencer and PR.
From time-sensitive creative for office lunch queuers, to specific ads for gamers and Netflix bingers we made everything better everywhere we showed up.
We highjacked other brands’ OOH, making Ritz ads better with Philly, and even made London’s many food-related street signs Simply Better.