Kraft Heinz x Reddit

tl;dr 

To highlight its versatility, Kraft Heinz, their media partner Carat and creative team, The Kitchen, collaborated with Reddit to show the many uses for Philadelphia Cream Cheese.

Kraft Heinz’s Philadelphia Cream Cheese is a household name for many and the brand wanted to create an engaging strategy to support renewed product interest. To communicate that nothing is ‘unschmearable’ with Philly, and showcasing its diverse use cases, the brand needed to engage with consumers in a fun way.

Kraft Heinz, along with their media partner, Carat, and creative team, The Kitchen, collaborated with Reddit to develop a campaign that leaned into Reddit’s vibrant culinary communities. This campaign was an invitation for Philly fans to share their personal food hacks, and redditors did not disappoint!

By implementing a Reddit Megathread and Reddit Gold, the strategy resonated quickly with redditors. The campaign easily earned community response and exceeded engagement expectations.

The cream cheese icing on the cake was the inspiration gained by engaging directly with consumers. Kraft Heinz continues to use consumer comments to guide and inspire their team, post campaign.

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+42%

Auction media CTR, exceeded Kraft Historical Reddit Benchmark

1M

Earned impressions

1K

Comments in a single month

91%

Upvote rate

1K

Comments in a single month

Sources: 
Footnotes
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Kaitlin Kocsis

Associate Brand Manager, Brand Communications Philadelphia NA

Kraft Heinz

“Rapid engagement, community buzz, and exceeding all of our expectations. This partnership demonstrated the potential of combining iconic brands with passionate online communities, showcasing the magic of authentic digital connections. The inspiration from consumers in the comments were so good we've let it guide and inspire our team ever since.”
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Help us fill this thread with unexpectedly tasty Philly Cream Cheese pairings and get some Reddit Gold. A cream cheese bagel is cool and all, but we’re ready to have our minds blown. How do you use Philly Cream Cheese to take food to the next level? We’ll start. ⬇️
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Imagine a world where we're using cream cheese on anything and everything. One can dream, right?

Let’s put together the best hot tips, food hacks, and creative ways to use Philly Cream Cheese. r/creamcheese, we see you! 😉

Calling all beginner chefs and kitchen connoisseurs - let’s get a big list going and bond over our shared love for one thing: delicious cream cheese.

Sharing is caring, so no cream cheese gatekeeping allowed! Here’s a few of our favourite Philly hacks to elevate everyday foods.

tl;dr

Sharing Philly Cream Cheese secrets = 🙂

Hogging Philly Cream Cheese hacks = 🤨


Post image

1 - A Philly Love Story: Cream Cheese and Pasta Sauce

Maybe Monday night pasta just isn’t cutting it anymore.

It’ll be okay, hear us out! Here’s how to elevate that tired dish. ⬇️

Turn up the creaminess by adding Philly Cream Cheese to just about any simple pasta sauce, and you’re in business. This stuff is built for bringing boring weeknight dishes back to life again in next to no time.


Post image

Feeling Skeptical?

Give this One-Pot Creamy Green Goddess Pasta recipe a try!

Or how about this Philly twist on a classic ravioli that takes 25 minutes to make?

While we’re at it, here’s a couple of hot tips for using Philly Cream Cheese in pasta if your tastebuds still need convincing.

  1. Today’s creamy pasta dish becomes tomorrow’s pasta salad if you make leftovers. 👀
  2. We’re going to let you in on a lil’ secret: drop a dollop of Philly Cream Cheese into your mac and cheese for some extra flare. Thank us later!

2 - These Dips Are Everything 🤤

Somedays, you might not feel like making much of anything. And that’s okay, because lucky for you Philly Cream Cheese is perfect for making quick and simple dips. These dips make fast friends with just about anything in your kitchen and won’t take much to throw together.


Post image

We’re talking…

Chips… with the dip.

Veg… with the dip.

Dessert… with the dip.

How about some hot tips for those Philly dips? We’ve got you: 🫡

  1. Dips are your meal prep pal. Make these Philly based dips in your down time, refrigerate, and enjoy.
  2. What if we told you Everything Bagel Dip hits different when you spread it on a sandwich?

3 - And Now For Our Final Act - Frosting

Everyone knows dessert is the final course. We don’t make the rules! 🤷

The beauty of our Classic Cream Cheese Frosting is that it’s light on prep, ridiculously tasty, and pairs well with more than just baked goods. This recipe is so easy, that the hard part is holding off putting it on everything. Don’t say we didn’t warn you!


Post image

But If The Classics Just Won’t Do…

Try kicking things up a notch with coconut.

Gently stir ½ cup of toasted coconut flakes into the finished frosting and you’ve got yourself some Coconut-Cream Cheese Frosting.

Once you’ve made your frosting, it’s time to decide on the perfect Philly pairing. Which brings us to our Philly Frosting Hot Tips:

  1. Try spreading Philly Classic Cream Cheese Frosting over pancakes for some added creamy goodness.
  2. If you’re feeling adventurous, you can smear it directly on a cutting board and serve with a side of cookies for dipping.

Let us know in the comments what unexpectedly tasty Philly pairings you’re loving! We’re giving out Reddit Gold to our favourite suggestions. 🥇

Imagine a world where we're using cream cheese on anything and everything. One can dream, right?

Let’s put together the best hot tips, food hacks, and creative ways to use Philly Cream Cheese. r/creamcheese, we see you! 😉

Calling all beginner chefs and kitchen connoisseurs - let’s get a big list going and bond over our shared love for one thing: delicious cream cheese.

Sharing is caring, so no cream cheese gatekeeping allowed! Here’s a few of our favourite Philly hacks to elevate everyday foods.

tl;dr

Sharing Philly Cream Cheese secrets = 🙂

Hogging Philly Cream Cheese hacks = 🤨


Post image

1 - A Philly Love Story: Cream Cheese and Pasta Sauce

Maybe Monday night pasta just isn’t cutting it anymore.

It’ll be okay, hear us out! Here’s how to elevate that tired dish. ⬇️

Turn up the creaminess by adding Philly Cream Cheese to just about any simple pasta sauce, and you’re in business. This stuff is built for bringing boring weeknight dishes back to life again in next to no time.


Post image

Feeling Skeptical?

Give this One-Pot Creamy Green Goddess Pasta recipe a try!

Or how about this Philly twist on a classic ravioli that takes 25 minutes to make?

While we’re at it, here’s a couple of hot tips for using Philly Cream Cheese in pasta if your tastebuds still need convincing.

  1. Today’s creamy pasta dish becomes tomorrow’s pasta salad if you make leftovers. 👀
  2. We’re going to let you in on a lil’ secret: drop a dollop of Philly Cream Cheese into your mac and cheese for some extra flare. Thank us later!

2 - These Dips Are Everything 🤤

Somedays, you might not feel like making much of anything. And that’s okay, because lucky for you Philly Cream Cheese is perfect for making quick and simple dips. These dips make fast friends with just about anything in your kitchen and won’t take much to throw together.


Post image

We’re talking…

Chips… with the dip.

Veg… with the dip.

Dessert… with the dip.

How about some hot tips for those Philly dips? We’ve got you: 🫡

  1. Dips are your meal prep pal. Make these Philly based dips in your down time, refrigerate, and enjoy.
  2. What if we told you Everything Bagel Dip hits different when you spread it on a sandwich?

3 - And Now For Our Final Act - Frosting

Everyone knows dessert is the final course. We don’t make the rules! 🤷

The beauty of our Classic Cream Cheese Frosting is that it’s light on prep, ridiculously tasty, and pairs well with more than just baked goods. This recipe is so easy, that the hard part is holding off putting it on everything. Don’t say we didn’t warn you!


Post image

But If The Classics Just Won’t Do…

Try kicking things up a notch with coconut.

Gently stir ½ cup of toasted coconut flakes into the finished frosting and you’ve got yourself some Coconut-Cream Cheese Frosting.

Once you’ve made your frosting, it’s time to decide on the perfect Philly pairing. Which brings us to our Philly Frosting Hot Tips:

  1. Try spreading Philly Classic Cream Cheese Frosting over pancakes for some added creamy goodness.
  2. If you’re feeling adventurous, you can smear it directly on a cutting board and serve with a side of cookies for dipping.

Let us know in the comments what unexpectedly tasty Philly pairings you’re loving! We’re giving out Reddit Gold to our favourite suggestions. 🥇

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