IDEA:
Philadelphia Cream Cheese is a Canadian icon, known by its long-running tagline, “A Little Taste of Heaven”. But it was failing to resonate with Gen Z and faced a 7.2% decline in sales. To get the next generation craving a A Little Taste of Heaven, we abandoned our heavenly past and introduced A Little Taste of Hell, a spicy cream cheese as hot as hell itself. Social media couldn’t wait to try it, and as they did, we created the content people love to watch most – people suffering. The outcome? We got Gen Z craving A Little Taste of Heaven.

RECOGNITION:
Communication Arts - Non-Traditional Advertising
OneShow - Design - Shortlist
OneShow - IP & Product Design - Shortlist
Strategy Awards - Turnaround Strategy - Silver
ADCC - Creative Effectiveness - Bronze
CMA - Customer Experience - Gold
Shopper Innovation Awards - Changing Behaviour - Silver
Shopper Innovation Awards - Overcoming Challenge - Bronze

PRESS:
CBC, CTV News, Global News, iHeart Radio, Trend Hunter, Daily Hive, Little Black Book, Ad Age, AdWeek, Ad Forum - Campaign fo the week, Best Ads On TV, The Message, Strategy, Famous Campaigns, Canadian Grocer, Foodology.

TEAM:
Global CCO: Aaron Starkman
Global CSO: Sean McDonald
CCO: Mike Dubrick
ECD: Xavier Blais
Creative Director / Head of Art: Joel Holtby
Creative Director / Designer: Jake Lim
Strategist: Julian Morgan, ****Tanvi Swar, Stacy Ross
Producers: Terri Winter, Kate Spencer, Todd Harrison, Shelby Spigelman, Spencer Houghton, Narine Artinian
Account Services: Jamie Sutherland, Joanna Oszczak, Monica Ha, Amy Greenspoon, Kai de Bruyn Kops, Malcolm D’Souza, Maiuran Sivakumar, Nina Erceg-Gogic
Editor: Stephen Parker
Photographer: Dave Todon
Digital Artist: Mike Halbwachs
On-Line: The Vanity
Audio House: Vapor Music