Kraft
Angels - Celestial angels featured in a series of
successful ad spots for Philadelphia Cream Cheese, a Kraft
Product sold in Asia, Europe, Latin America and the U.S. Created
by the J. Walter Thompson Ad agency (associated with Kraft since
1922), the angelic "Taste of Heaven" campaign debuted in
November 1994, first in Canada and then worldwide. The marketing
campaign
focuses on the lives of angels with all-too-human foibles and how the rich and creamy
qualities of Philly Cream Cheese impacts on their existence. The taglines for the ads: "a
little taste of heaven" and "When it's Philadelphia, it's
Heaven."
From 1994-1997 five commercials aired in Canada with titles like
"Heaven", "Crumbs," "Empty," "Midnight Snack," and "Cloud". They all
featured an angel enjoying her Philly Moment.
In other countries, the ads reflected the cultural norms regarding
angelic beings. In Japan, the angels are depicted at "aspirational
or more perfect characters" while in markets like Canada or
United Kingdom, the angels are more like down to earth, folksy,
best friends. In a
German TV spot a male angel and female angel
discover the beauties of teamwork in the high-tech heavenly
kitchen. In Brazil, a local TV personality joined the cast of
angels to promote the product. In 1999,
Caroline Quentin from
the UK television sitcom, MEN BEHAVING BADLY played a
gluttonous angel.
Over time, the Philly Angel has gained a manservant in Canada,
and angel friends and/or angelic children in other markets. In
2002, two sassy and street-wise angels, Danni and Bev, were
introduced in the UK.
Actress
Linda Kash is best known as Canada's beloved Kraft
Philadelphia Cream Cheese Angel which has become one of Canadian
advertising's most successful campaigns now in its 12th year.
Ms. Kash, the daughter of Canadian singer Maureen Forrester, is
best known for her heavenly role as the Philadelphia
Cream Cheese Angel, an advertising campaign she's very proud to have
been a part of for 12 years. She says she gets a kick out of
being recognized for that role. And yes, she even has three
varieties of cream cheese in her refrigerator - regular, light
and whipped. You may remember Linda Kash from the 'Lip Reader'
episode on SEINFELD that aired in season four.
Other actresses to appear as Philly angels include
Krista Sutton
who appeared with Cindy Crawford in widely-seen hit TV
commercials for Special K cereal and
Kelly Hu (from NASH BRIDGES
and MARTIAL LAW) who appeared as a Philadelphia Cream Cheese
"angel" in Italy, where she became popular in her role as the
Philadelphia Cream Cheese Girl, doing eleven commercials over a
six-year span.
In 1999, marketers used their "Taste of Heaven" campaign to
launch the a product of snack bars regionally in the U.S.
In a spot called "Good Dog" we the Philly Angel and her
wing-clad West Highland Terrier, Fluffy, appear in a heavenly kitchen. Fluffy sits as the angel
retrieves a snack bar from the fridge; he's awaiting a treat for
his efforts. But his mistress is blissfully unaware, finishing
her Philly Snack Bar as Fluffy flutters off into the ether. The
angel remembers her dog and says, "Here you go Fluffy," but he's
not around. She looks up and says, "Don't make me come up
there." A voiceover intones: "Treat yourself to the rich, creamy
cheesecake taste of Philadelphia Snack Bars."
Print ads also supplemented the TV commercials. One ad declares, "Sweet. Decadent. Heaven works in
mysterious ways," Another ad reads: "New Philadelphia Snack
Bars. Richly rewarding. For the highly deserving."
"A Little Taste of Heaven"
To celebrate the national launch of its new snack bars, a
Fleet of Philly Angels sporting halos gave away more
than 300,000 bars in September, 2000, in eight markets including
Chicago, Boston and Detroit. They toured office buildings,
soccer games, downtown malls and office areas, flower shows and
art fairs--with insulated sample bags to keep the bars chilled.
The Fleet of Angels later toured San Francisco, Washington and
New York City's Bryant Park from April through June 2001.
Actress
Peri Gilpin, (best-known as "Roz" on NBC's hit show
FRASIER) kicked off the festivities at Bryant Park, which had
been transformed into a heavenly oasis. Later campaigns featured
such products as a Chocolate Decadence bar with chocolate graham
crackers, chocolate cheesecake filling and drizzle topping.
TRIVIA NOTE: In 1872, a
Chester, New York dairyman developed a cheese made of cream. By
1880, the brand "Philadelphia Cream Cheese" was first
distributed. The name "Philadelphia" referred to the other
quality products that came from that city at the time.
