Mondelez grabs the attention of cheese lovers with pop-up cafe

Mondelez International’s Philadelphia Cream Cheese is working with Carat APAC, a part of Dentsu Aegis Network, to launch a pop-up café as part of  a campaign called “Heavenly inspiration”.The campaign was first launched in November with a video featuring Philadelphia’s iconic angels landing in Singapore. This was followed closely by the opening of a pop-up café along Keong Saik road. Members of the public were able to sample from a menu of 10 different snacks made with the brand’s variety of cream cheese spreads at the pop-up café and encouraged to come up with their very own creations.The campaign has reached over two million Singaporeans on social media, delivered over 10,000 likes and comments and generated over 250 unique posts.The campaign used outdoor and digital channel was a collective effort from three arms in the network. Carat was behind the ideation of the campaign and the media plan; MKTG, the events and experiential marketing solutions arm, conceptualised and executed the innovative pop-up concept. Meanwhile, Carat Content created the social media assets and mcgarrybowen created the thematic video and out-of-home component.“We leveraged multiple partners to make the campaign truly relevant to our Singapore audience and drive our marketing objective to increase awareness of Philadelphia cream cheese,” said Namita Pai Dalevi, brand manager, Philadelphia Cream Cheese, Southeast Asia.David Storey, strategy director of Carat APAC, said, "The pop up store gave us the chance to get Philadelphia into the hands of influential consumers, but more importantly serves as the center of a long term, content focused social media campaign that reaches a significant audience every week. We're really pleased by the reach and conversation around the campaign and look forward to continuing work with the brand across the region."