Philadelphia Cream Cheese, together with agency GUT Miami, just released the original country song “Land of the Cream Cheese” on Monday to celebrate the Fourth of July.
The Kraft Heinz brand enlisted the voice of singer-songwriter Travis Yee to croon about freedom, the American dream, and of course, cream cheese.
Known as the “Asian country singer” on TikTok with a million followers, Yee became popular for his posts with the caption “when the voice doesn’t match the face,” capitalizing on the irony of a man of Eastern heritage singing Western songs.
As a rising country star with a huge social media following — his most popular TikTok video garnering 22.3 million views — Yee singing for Philadelphia Cream Cheese is a recipe for success that targets a diverse audience.
"They had a clear vision, I contributed my ideas, and together we achieved something magical. Being a passionate food enthusiast and singer, this project was an ideal fit for me," the country singer told DesignRush.
"'Land of the Cream Cheese' turned out to be such a delight to perform. Surprisingly, I discovered a new falsetto range I didn't know I had — but it worked out beautifully," he added.
@asiancountrysinger Changed it up a bit to make it funky fresh #fyp ♬ original sound - asiancountrysinger
Developing an effective campaign for a household staple (Americans do love their cream cheese) and for a huge annual event like Independence Day is not easy.
But GUT Miami was able to develop one that showcases exactly what the U.S. stands for through Yee singing “Land of the Cream Cheese:” the melting pot of happiness (figuratively and almost literally).
Combine this with the fact that cream-cheese recipes continue to be popular on TikTok, with one of Philadelphia’s recipe videos gaining over 21 million views, and all the ingredients blend to form a very promising social media campaign.
“Love for cream cheese is something to be proud of, so we decided to sing about it,” Andy Tamayo, creative director at GUT Miami, said in a statement.
“This song celebrates all the ways Philadelphia Cream Cheese can be enjoyed and does so in a unique way for an iconic brand.”
@philadelphia Flood the comments with an unexpectedly tasty way you use PHILLY and we’ll feature our favorites. 👀 #snackbreak #creamcheese #easyrecipe ♬ original sound - Philly Cream Cheese
Making sure to get someone who believes in the brand is also a huge plus, adding authenticity to the song that will resonate more with listeners.
"Cream cheese is truly a delightful indulgence. My family has always been loyal to Philadelphia; I can't even recall the names of other brands," Yee candidly said.
Carat U.S. is in charge of paid 15-second spots, with Zeno Group handling public relations for this campaign.
Streaming on All Major Platforms
To maximize the range of the campaign, “Land of the Cream Cheese” can be streamed on major platforms, including Spotify and Apple Music.
The nearly two-minute song’s release is also accompanied by a music video posted on TikTok, YouTube, and Instagram, with its two shorter versions already accumulating a total of nearly 300,000 views on TikTok alone.
The music video opens with Yee wearing a cowboy hat singing in a studio, quickly transitioning to user-generated content (UGC) of ingredients being prepared in the kitchen.
@philadelphia “Land of The Cream Cheese” is OUT NOW on Spotify & Apple Music! 🇺🇸 @asiancountrysinger #countrymusic #musicvideo #outnow #happy4th #fourthofjuly #creamcheese ♬ original sound - Philly Cream Cheese
With the lyrics being written like a poetic recipe and Yee’s powerful vocals, the country song is easy on the ears and sure to be loved by fans, together with the patriotic theme of the song highlighted in the chorus.
♪♫♪ Starts out with a dollop of freedom
A spoonful of grit
One ounce of pride
And a dab of don’t quit
A cup of compassion
And a whole lot of liberty
And a big ole block of that cream cheese ♪♫♪
With a block of Philadelphia as his mic, Yee sings and grooves to the music, as the lyrics mention all the dishes Americans love to put cream cheese on, like bagels, pasta, and many more.
The video ends with a call to action for viewers to “Exercise your Freedom to put Cream Cheese on anything.”
@philadelphia Americans put cream cheese on everything, AND WE’RE PROUD OF IT. This July 4th, exercise your freedom to use cream cheese as you please. ❤️ 💙 🤍@asiancountrysinger #creamcheese #july4th#july4thhrecipes #countrymusic ♬ original sound - Philly Cream Cheese
As part of its social media campaign, recipe duets featuring the American flag will also be posted on social media.
Using UGC plays a central part in the executions, and Senior Brand Manager Keenan White explains that it’s Philadelphia’s way of recognizing and appreciating “fans’ fervor” and “cream cheese devotion.”
Just like a trustworthy recipe, Philadelphia and GUT Miami were able to mesh different ingredients to create a delectable whole that’s not only pleasing to our eyes and taste buds but also to our ears.
