Philadelphia x New York Bakery: Brunch Goes BigPhiladelphia and New York Bakery launch The Philly Deli campaign with OOH ads, influencers, and a NYC trip giveaway to inspire the UK’s perfect bagel brunch.

The Philly Deli Campaign Brings Deli Culture to UK Supermarkets

Philadelphia, the UK’s best-selling cream cheese, has joined forces with New York Bakery, the country’s number one bagel brand, to launch a bold and delicious integrated campaign: The Philly Deli. Created by Ogilvy UK, the campaign places Philadelphia at the heart of New York-style deli culture and aims to become the go-to ingredient for every brunch bagel across the UK.

Eye-Catching Out-of-Home and Supermarket Takeovers

Key to the campaign is a nationwide out-of-home (OOH) rollout that features mouthwatering images of bagels topped with rich cream cheese and fresh ingredients. From classic salmon and cream cheese combinations to more adventurous creations, the campaign is turning supermarket trips into a brunch-time experience. With displays in major retailers, The Philly Deli is bringing American deli vibes to the UK grocery scene.

Social Media Buzz with Foodie Influencers

The campaign doesn’t stop at physical locations. It has also launched a full-scale social media push on platforms like Instagram, TikTok, Facebook, and YouTube. Influencers have been invited to get creative and share their own bagel recipes using Philadelphia cream cheese:

  • Chef Kit Paterson (1M+ TikTok likes) highlights protein-rich options like The Lean One and The XL Brunch One.
  • Serena Patel, known for viral and easy-to-make recipes, shares festival-friendly bagels like The Rainbow One and The Pizza One.

Other variations include The Italian Picnic One and The Mediterranean One, all named to evoke a sense of personality and connection — aligning with Philadelphia’s cheerful message: "You’ve Got a Friend in Philly."

Limited Edition Packaging and a Chance to Win Big

As part of the campaign, Philadelphia has launched limited-edition packaging designed by Elvis Communications. Retail in-store communication was handled by Marks, and the entire partnership was made possible by Publicis Media. To top it off, consumers can enter for a chance to win a trip to New York to enjoy an authentic deli experience in the Big Apple.