“Can You Philly It?” is a playful campaign that puts power in the hands of customers, encouraging them to ask restaurants to bring back the unmistakable taste of Philly. The idea starts with a simple prompt: add a Philly twist to your meal.
Through a partnership with Grubhub and some playful push notifications, customers get an easy way to try it out — a sample delivered straight to the restaurant, plus a discount code that helps the owners stock up.
This multimedia guerrilla campaign acts as a gentle push to the food industry: people notice the difference, and they want Philly back in the kitchen.
Social media reels
To amplify the campaign online, we created a social media reel series celebrating restaurants that officially became “A-Philly-Ated.” Each reel spotlighted a partner restaurant, showcasing their dishes with a Philly twist in a fun, snackable format designed for Instagram.
By posting these reels directly on the Philadelphia Cream Cheese page, we not only highlighted the restaurant’s participation but also gave customers a tangible way to discover where they could taste Philly on the menu. The reels served as both a badge of honor for restaurants and a shareable piece of content that spread the “Can You Philly It?” movement across social channels.