Philadelphia was launching the flavoured cream cheese range in Finland – a market where the brand needed to break through in a crowded dairy category and create immediate relevance with home cooks.

We built the launch around a collaboration with Kim Mikkola, one of Finland’s most recognised chefs and a genuine street food authority. Rather than a traditional product campaign, we created ”Modern Street Classics” – a concept where Kim reimagined street food favourites like BLT bagels, chicken burgers and tostadas using Philadelphia’s new flavours as the hero ingredient.

The concept gave consumers a reason to buy beyond the product itself – inspiration, credibility and a clear usage occasion.