Philadelphia has refreshed its brand positioning with a new campaign.

‘You’ve Got a Friend in Philly’ will roll out via PR, digital, social media activity and a new TV and cinema advert.

The You’ve Got a Friend in Philly campaign will encourage shoppers to spread friendship in their lives, with Philadelphia helping to drive these moments of connection.

Raphael Capitani, senior brand manager at Philadelphia, said: “Connecting over food and drink is one of the most popular ways for shoppers to spread friendship in their lives. Those little moments of connection can make all the difference to maintaining and improving relationships.

“Philadelphia is already known as that friend in everyone’s fridge so whether it’s rustling up snacks together or exchanging tasty recipes, we’re encouraging shoppers and retailers alike to consider the importance of spreading friendship.

“We would recommend retailers ensure the full range of Philadelphia is well-stocked and visible throughout the new campaign to tap into the additional initial demand and interest from shoppers, as well as to encourage shoppers to get involved and spread friendship, not just at launch but beyond!”