The Smear Campaign

In response to the Young Ones One Show 2025 brief for Philadelphia, we created a B2B campaign targeting restaurant owners.

We repositioned Philly cream cheese as a must-have for professional kitchens, using stats to prove it’s the customer favorite. Showcasing its versatility across cuisines, our message was clear: It’s clear from the smear—it has to be Philly.The campaign makes the iconic smear the hero of every menu through social media, print, personalized sample packages, and guerrilla marketing.

Challenge: Philadelphia isn’t top-of-mind for restaurant owners, despite its popularity.
Human Insight: People. Love. Philly.
Big Idea: Philadelphia sets the quality standard customers crave.