“Philadelphia Cream Cheese’s relevance with millennials was in decline, and competitors were gaining share. To solidify our position, gain relevance and boost sales, we tapped into something synonymous with cream cheese: bagels. Bagels have had holes for more than 700 years, but the hole is a design flaw that means less room for Philly. Introducing Philly Bagel Wholes: no-hole bagels with even more room to schmear. To create this new product, Philly partnered with North America’s most iconic bagel shops and reimagined their signature bagels from boil to bake. They were available in-store at thirteen locations and nationwide delivery via online gourmet foods retailer Goldbelly and the bagel bakery St-Viateur. The campaign included 15- and 30-second videos on Meta, Reddit and TikTok; OOH; wild postings; owned channels; PR; and in-store ads. We earned nine continuous days of media coverage, sold more than 100,000 no-hole bagels, increased positive sentiment by 21 percent and increased sales of Philly among our tar get audience by 24.5 percent.”