Background: Philadelphia is the market leader, with 63% market share - so increasing sales of any cream cheese will help Philadelphia.
The Process: We held a focus group, which I moderated. We heard that:
- The last time our participants had eaten cream cheese was on a bagel.
- They don't initially consider cream cheese as an ingredient in other foods, but they know that it can and does go in other foods.
- While they view cream cheese as indulgent, they don't necessarily think of it as unhealthy.
- When they go to potlucks, they prefer to make food that looks and tastes like it took a long time to make, but was actually very easy to make. Overall, with cooking - the fewer ingredients, the better.
This was all very good news for us.
Insight: While cream cheese and bagels go together like peanut butter and jelly, there are many other foods that people love to eat that involve cream cheese.
Target: People who only occasionally buy cream cheese.
Strategy: Making all kinds of food yummier.
In an activity we had our participants do ("pretend you're at a party, and tell us how many servings of these food or drink you would probably have"), they most often chose foods that they thought of as indulgent - and all of which contained cream cheese.
Creative concept: For more than bagels.
Product Innovation: Philadelphia Cream Cheese Crockpod - makes it easier to pick up all the ingredients for a cream cheese based food at once.
Pinterest Ad: Reminds the viewer how easy it is to cook with cream cheese - only a handful of ingredients, and you have buffalo chicken dip.