Philadelphia Cream Cheese's Rivalry Humor: Key Findings
Philadelphia Cream Cheese is bringing fan rivalry to the snack aisle.
The Kraft Heinz brand just launched “Battle of the Cheeses.”
It takes on the Packers vs. Eagles matchup with the debut of "Phillyheads," a tongue-in-cheek, wearable answer to Green Bay’s famous cheddar crowns.
Football fans can use their cream cheese hats to rival the Packers' "Cheesehead," a triangle-shaped hat.
Created by creative agency Rethink, the campaign rolls out across Instagram, Meta, and Reddit through a mix of paid and organic content leading up to game day.
“The Green Bay vs. Philadelphia game is already a cultural moment," Rethink ECD Xavier Blais said in a statement.
"Now, the 'Battle of the Cheeses' takes something fans are already fired up about and turns it into a playful rivalry that shows Philadelphia deserves to be in the cheese conversation, and is an icon in its own right.”
Using fan creativity on real products enables Philadelphia to show how brand storytelling can win when it celebrates hometown pride as much as competition.
The 'Phillyhead' Strategy
One thing to know about Philadelphia Cream Cheese is that it's obsessed with bringing consumer-driven items to life.
The brand has built a reputation for listening to its audience and using fan-inspired ideas in its marketing campaigns.
Some examples include refrigerated frosting, cream cheese-stuffed olives, and its frozen cheesecakes.
It all started back in 2016, when clever Eagles fans began crafting their own Philadelphia Cream Cheese hats as a playful jab at Green Bay’s cheeseheads.
Now, just in time for the Eagles vs. Packers matchup on November 10, the brand has made these fan creations a reality.
"Our ‘Battle of the Cheeses’ campaign was born from that same competitive spirit, celebrating the rivalry. The Phillyhead is a playful nod to that energy."
"A bold way for fans of both the city and of our cream cheese to show their pride," Philadelphia Cream Cheese Senior Brand Manager Kelli Srivastava shared.
The Phillyhead is crafted from soft, lightweight foam for comfort at tailgates and watch parties, doubling as a collectible for Eagles fans.
The hats are available on Amazon.com for $3.19 (the cost of a brick of cream cheese).
Activating the 'Battle of the Cheeses'
Eagles fans attending the Green Bay game will be offered a free Phillyhead at a local venue, creating on-the-ground presence and increasing brand visibility.
The goal was designed for social-first storytelling, encouraging widespread user participation through the hashtag #BattleOfTheCheeses.
This is amplified by a planned outreach to influencers and chefs.
The goal is to integrate Philadelphia Cream Cheese products into game-day recipes and extend the campaign's reach across food and lifestyle communities.
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Philadelphia is building a brand moment where fans become the force behind it. Here are some takeaways:
- Listen actively to your fans and turn their creativity into meaningful brand opportunities.
- Embrace playfulness and authenticity, use humor and self-awareness to connect genuinely.
- Stay true to your brand identity while leveraging timely cultural moments for maximum impact.
When brands let fans lead the story, playful ideas can be used to create powerful moments of connection.
Our Take: What Makes Fans the Best Strategists?
I think the answer is really simple.
Fans already know what works. They test your product, live your brand, and spot opportunities that marketing teams sometimes miss.
When brands listen and act on their feedback, it shows care and creates deeper loyalty.
"Battle of the Cheeses" displays a winning strategy.
When fans get to play a role, the campaign stops feeling like marketing.
In other news, Philadelphia Cream Cheese's "You’ve Got a Friend in Philly" campaign aimed to resonate with consumers’ emotional connections to their product.
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