JWT upgrades Philadelphia’s angels for the digital era in comeback campaign

Mondelez’s Philadelphia reappointed JWT to its account last year, rekindling a 50 year relationship after a brief flirtation with BBH in 2013. Philadelphia was a big Kraft brand before the Kraft/Mondelez split.

JWT’s previous campaign featured two ‘angels’ and they’re back, this time with a spin for the mobile-obsessed world.

Mondelez International EU Meals marketing director Greta Hammel says: “We are excited about making our angels relevant for today’s audience, Philadelphia is a product where friends and family have enjoyed its rich and creamy taste over generations, and we believe this new campaign leverages the strengths inherent in the brand’s heritage but retains the wit, charm and warmth of the original characters and allows us to remind our consumers of the simple pleasure of Philadelphia.”

EU Meals eh? Does that mean we won’t have any more Philadelphia if Britain leaves the EU?

So we’d better make the most of it.

Very JWT and none the worse for that.

MAA creative scale: 7.


That’s the ad that’s running in continental Europe. Here’s the new UK one, ‘First Date.’

Don’t like it as much as the one above – a shagging angel should be a bit more dishevelled surely.

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