Philadelphia have recently launched a unique and indulgent gourmet cream cheese made with real herbs, called Philadelphia Intense.
Working with our PR Partner Tin Man, Purity was briefed to drive mass awareness through the trial of two new products Garlic & Herbs and Herbes De Provence.
The experience has been divided into two phases. In the first phase, working directly with HelloFresh, we sampled 40,000 Philadelphia Intense pots to consumers in their home.
For the second phase, to help drive mass-scale reach, relevance and talkability we branded up an airstream which has been touring key Intense moments in the calendar including Eurovision, Birmingham Pride and Royal Ascot.
The rollout of the tour kicked off with Southbank Observation Point on the Thames. For this launch event, food guru and TV presenter Gok Wan served lucky passers-by exclusive new Philadelphia Intense recipes. Alongside this, those passing by were able to make their own creations from the personalisation station featuring a mouth-watering herb wall as well as a whole range of delicious flavour pairings to try, from crackers and crispy onions to sundried tomatoes, honey, and chilli.
Throughout the tour, local influencers will be popping by to create media appeal and shareability.
The tour is live throughout the summer and set to sample 154,000 samples including Hello Fresh.
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