HOW DO YOU LAUNCH A NEW FOOD BRAND
THAT NOBODY KNOWS HOW TO USE?

Philadelphia cooking creme was a completely new idea that required demonstration and explication. So we got Emeril Lagasse’s actual attorney, and a guy who looked a bit like Emeril Lagasse to do cooking demonstrations using it.

PHILADELPHIA | COOKING CREME

Philadelphia Cream Cheese approached us with the task of launching a new line of readymade cooking creams. There was no getting away from the fact that any advertising would have to teach consumers how to use this new product. So we created a series of cooking demonstrations. One film starred Emeril Lagasse’s Attorney (his real attorney!) while the other one featured A Guy who Looks a Bit Like Emeril Lagasse.
CBS News: Cooking With Emeril Lagasse’s Attorney

COOKING CREME LOOK A LIKE

COOKING CREME ATTORNEY