The Secret Ingredient
Year: 2024 W/ David Levy , Paula Carrillo & Max Fallenius
Following Philadelphia Cream Cheese’s YOUNG ONES 2025 BRIEF, this activation campaign aims to convince restaurant operators that it would be silly not to use Philly.” The concept centers around an immersive culinary experience that celebrates the restaurant’s heritage while subtly integrating Philadelphia Cream Cheese as a secret ingredient. Through strategically placed clues, customers unknowingly experience and appreciate its rich, creamy texture—only to realize that the secret behind their exceptional dining experience was Philadelphia Cream Cheese all along.
Case Study
Stunt: Culinary Experience
An immersive culinary experience called The Olde York, located in the heart of Lower East Side, NYC. Surrounded by the city’s best local restaurants.
Social Identity
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The Grand Reveal
The stunt is revealed through out-of-home advertising in Times Square and a collaborative Instagram post.
Restaurants using Philadelphia Creem Cheese
