Cream Cheese Snacks-2
Submitted by TRIBEAgency IPI Score 32/100

Philadelphia Cream Cheese Snacks Instagram Creator Posts

Influencer Marketing

TRIBE ran an Instagram creator campaign for Philadelphia cream cheese, with 47 posts showing Original Spreadable and Snack Tubs as snacks and 26.1K likes and comments reported.

26.1KLikes & Comments
0.91%Engagement Rate
2.9MCombined Followers

Case in 60 seconds

Philadelphia set out to show its cream cheese as a snacking product, with Original Spreadable and Snack Tubs placed in a modern food-culture environment, which meant moving the product into moments such as afternoon snacks and post-gym breaks.

The brief turns on occasion rather than product, because it names specific moments, a bagel as an afternoon snack, a quick hit after a gym workout and snacking with friends and family, that creators can film inside their own routines.

The organizing idea was to let creators show their own inspirational snacking uses of Philadelphia cream cheese, so the product appeared inside everyday food habits rather than in brand-made advertising.

Through TRIBE, creators answered a brief to submit posts eating Philly cream cheese as a snack, which produced 47 Instagram creator posts from a roster the page lists at 2857358 combined followers.

TRIBE reports 26096 likes and comments and a 0.91% engagement figure across the posts, and the page reproduces three audience comments as sentiment, while its Average CPE values carry no currency or explanation.

Strategy Breakdown

Positioning cream cheese for snacking occasions asks people to see a familiar product in new moments, so the TRIBE brief named the afternoon bagel, the post-gym hit and social snacking rather than leaving the occasion open.
The brief ties the product to moments that already recur in daily life, after a gym workout or with friends and family, because a snack attached to an existing habit asks less of the audience than a new one.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • TRIBE

Results & Evidence

MetricValue
Likes & Comments26.1K likes and comments
Engagement Rate0.91%
Creator Posts47 posts
Combined Followers2.9M followers

Why TRIBE's strategy worked

  1. 1

    Naming concrete occasions in a brief, such as a bagel as an afternoon snack or a quick hit after a gym workout, gives creators a scene to film rather than a product claim to repeat.

  2. 2

    A brief that asks creators to post themselves eating the product puts the eating moment in front of the audience rather than the pack, which is how a spread gets repositioned as a snack.

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