Kraft Angels - Celestial mascots 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.
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
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
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
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
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
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
"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
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
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.
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