The Philly Cream Cheese Agency Shift Took a While

Roberts + Langer DDB had pursued the brand since the fall

Mcgarrybowen had worked on the brand since 2009. | Photo: David Paul Morris/Bloomberg via Getty Images

Kraft Foods’ shift of creative responsibilities for Philadelphia Cream Cheese came after months of meetings between Kraft executives and new agency Roberts + Langer DDB, according to sources.

The meetings began in the fall and culminated today with Kraft’s confirmation of the shift, which comes at the expense of mcgarrybowen in Chicago.

Media spending on Philadelphia Cream Cheese exceeded $62 million last year—twice as much as the $31 million that was spent in 2011, according to Nielsen. Those figures don’t include online spending.

Mcgarrybowen had handled the brand since 2009. The agency’s most recent ads focused almost entired on the product and bore the tagline, “The Philadelphia standard.”

For Roberts + Langer, Philadelphia Cream Cheese represents its first piece of Kraft. The bulk of the New York shop’s business comes from Johnson & Johnson brands such as Neutrogena, Lubriderm, K-Y, Rembrandt and Aveeno.

Despite the loss, mcgarrybowen remains a significant Kraft agency, leading creative efforts on Miracle Whip, Oscar Mayer and Maxwell House.

Adweek Blog Network