Philadelphia aims to “Leave Fewer Traces” in a sustainability campaign by Ogilvy Paris
Inspired by consumer insights, Philadelphia brings sustainability to its brand strategy and wants to leave fewer traces: from supporting the reduction of food waste towards being more sustainable from farm, to tub, to your table.
Philadelphia, a Mondelez brand in Europe, is helping to fulfill the company’s 2025 goals for “Snacking Made Right” with clear objectives on carbon reduction, increased use of recycled plastic, reduction of waste in manufacturing, good farming practices, amongst others. To bring these actions to life, the campaign is anchored in a strong product truth: so deliciously creamy you never want to leave a trace of it on your plate. Something the brand has adopted as its mantra on sustainability: to be the cream cheese that seeks to leave fewer traces.
Shared Matthieu Elkaim, Ogilvy Paris CCO and co-President,
“The campaign’s commitment is to pay tribute to consumers’ dedication to the pleasure of Philadelphia food and their efforts to leave no trace, every day. Matching Philadelphia’s efforts to simply leave further traces across its own activities.”
The social media campaign by Ogilvy Paris has one :25 Hero Film with :6 cutdowns, three :10 Targeted Films and a digital imagery bank to communicate Philadelphia’s story of seeking to leave Fewer Traces to a diverse audience: from busy professionals, to young parents and the Generation Green young Millennials.
Furthered the agency’s creative director, Juana O’Gorman, “It’s an honest approach directly inspired by consumer and brand insights. As consumers become more engaged in doing more for the environment, they expect the brands they use to do the same. Understanding how our different audiences view sustainability allows us and brands to personalize our creative approach to better meet those views.”
Credits
Client – Mondelez – Philadelphia Europe
Senior Marketing Director: Vanessa Harrer
Strategy and Equity Lead: Derya Seyman
Innovation Manager: Margarida Florit
Equity Manager: Chiara Ziboni
Creative Agency – Ogilvy Paris
Presidents: Matthieu Elkaim, Emmanuel Ferry
Chief Creative Officer: Matthieu Elkaim
Creative Director: Juana O Gorman
Artistic Director: Celine Mullier
Copywriter: Thibaut Fulin
Creative Lead Social Branding: Marylou Cappelli
Artistic Director (Motion) Social Lab: Benjamin Cottray
Global Strategic Partner: Pauline d’Albis-Desforges
Senior Strategic Planner: Catherine Sackville-Scott
Strategic Planner: Johanna Camenen Djian
Business Partner: Mélanie Marchand
Account Director: Kévin Martin
Account Executive: Camille Basset, Louise Baudoin
Production Consultant: Tobiasz Bartold
Production Company – POP Studios
Director: James Maciver
DOP: Fabien Peborde
Photographer: Geoffrey Mitre
Casting: Sandra Toussaint
Sound: Martin Herail / Prodigious
Production Lead Mondelez: Augustin de Teillac
Producer: Neyla Ben Hamouda
Production Manager: Laurent Canizzo
Post production Manager: Pierre-Antoine Yvon