Teams with Blippar to bring the interactive packets of cream cheese to life.
Kraft Foods is quite forward-thinking when it comes to mobile marketing, partnering AR specialist Blippar to create a virtual game on Twirl packets back in August 2011, while teaming Nokia and Windows Phone at MWC 2012 to promote Oreo.
The snack giant has now enlisted Blippar, transforming tubs of Philadelphia Cream Cheese and paper ads into recipes and videos. What's more, those that use the Blippar Android/iOS app to animate the tubs will also have the chance to win £200 worth of shopping vouchers.
Jess Butcher, CMO and co-founder of Blippar ,said: "Philadelphia has such a loyal following and we are excited to be able to offer them more value for their purchase.
"There’s always going to be limited space on any product packaging, but what Blippar does is enable something as regular and familiar as a tub of Philadelphia to transform into an exciting visual experience whilst providing handy information such as recipes. Philadelphia cream cheese is such a versatile product and Blippar complements that fact."