Digital launch of a new FMCG food product: Philadelphia Chocolate cheese. Combining Facebook and direct mail as key channels to drive buzz, excitement and positive reviews of loyal fans prior to product appearing on shelves.


How to turn yuks into yums ahead of launch and make Philadelphia cream with Cadbury chocolate something people couldn’t wait to try?

Philly chocolate

Philadelphia Chocolate was a new addition to the soft cheeses portfolio of the Philadelphia brand, part of Mondelez (previously Kraft Foods). To create buzz prior to the product launch, Proximity London – as one of the agencies of the Kraft (now Mondelez) pan-European digital roster – was asked to come up with a teaser campaign on Facebook.


Working as an Account Director at Proximity London, we created a secret month-long teaser campaign for Facebook fans by mixing fun offline and online experiences. We built a special Facebook tab allowing loyal fans to ‘enter’ it having completed a series of engaging tasks (poems, posts, images). Those who proved their super fans status were sent 100 hand made packages all across the UK. Facebook Philly friends were so excited that they spontaneously revealed and rated the new product creating buzz and excitement online before the new Cadbury Philly appeared on shelves.

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The results were great with over 1M impressions (organic)! And the campaign got awarded with a Bronze DMA.