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Philadelphia Cream Cheese Is Offering Therapy To Couples On Brink Of Crumbling
By Mikelle Leow, 10 Feb 2021
Image via Kraft Heinz
Love doesn’t always flow as smoothly as a cheese fondue, so on the other end of the spectrum from sweet candy-flavored boxed Valentine’s Day macaroni and cheese, another brand of Kraft Heinz, Philadelphia Cream Cheese, is tending to the sharper sides of romance. The company, weirdly enough, has volunteered to cover fees for actual couples therapy.
The confounding campaign, created by advertising agency GUT, starts out on the sillier side. It features a sketch of real-life couple Ashley Iaconetti and Jared Haibon consulting a couples therapist on their struggles with sharing, including with cheesecake. The expert then diagnoses their issue as “the last-bite dilemma.”
However, the brand also has some advice for couples whose problems “extend beyond cheesecake and the ‘last-bite dilemma’”—real advice. Pairs who fear they may be “crumbling” can apply for a shot to have US$150 of their couples therapy fees reimbursed by Philadelphia Cream Cheese on philadelphiacheesecakecrumble.com.
The brand points out that there’s no shame in getting help from a therapist, citing survey results by Ask Suzy that claim one-third couples are considering seeking one as a result of their extended time together in the pandemic.
“With Valentine’s Day just around the corner, there is no better time to provide the solution that all couples have been hoping for,” the company shared in a press release.
Predictably, this brazen initiative was created to promote the new US$3.99 Philadelphia Cheesecake Crumble, which is made up of two single-serve cheesecake cups so you and your partner won’t have to fight over the last bite. The dessert comes in original, strawberry, cherry and chocolate hazelnut flavors.
[via B&T, video and cover image via Kraft Heinz]
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