In light of Valentine's Day, Philadelphia launched a new campaign to promote its new Cheesecake Crumble. Taking a much different approach to the romantic holiday, the brand is focusing on the couples who've found their relationships strained as a result of the isolation the COVID-19 pandemic has brought along with it.
As the company explains, "53% of couples say they have argued over sharing the last bite of dessert," and "1 in 3 couples are considering going to couples therapy due to spending more time together during the pandemic." Taking this into account, Philadelphia launched its Cheesecake Crumble as a single-serving dessert that's meant to be enjoyed on its own, and is even giving couples the chance to be reimbursed for a couples therapy session.
On the brand's Cheesecake Crumble site, fans can enter for a chance to win a free sample of the new dessert, and also apply for the chance to be reimbursed for $150.
Couples Therapy Dessert Campaigns
Philadelphia is Pairing Its New Cheesecake Crumble with Therapy
Trend Themes
1. Couples Therapy Desserts - Brands can create dessert campaigns that not only promote their products, but also address social and mental health issues faced by individuals and couples during the pandemic.
2. Single-serving Desserts - The demand for single-serving desserts has increased as people are staying at home and limiting their social interactions, providing an opportunity for dessert brands to introduce new products in smaller packaging.
3. Interactive Marketing - Offering a chance to win a free sample or be reimbursed for a service can increase consumer engagement and brand loyalty, making interactive marketing campaigns a popular trend for businesses.
Industry Implications
1. Dessert Industry - Dessert brands can explore developing single-serving desserts that address the emotional and mental health issues faced by individuals and couples due to the pandemic.
2. Therapy Industry - Offering reimbursement for a couples therapy session allows businesses to provide support for those experiencing mental health issues, making it a trend for the therapy industry to collaborate with organizations from other industries.
3. Marketing Industry - Interactive marketing campaigns that offer incentives can increase consumer engagement and loyalty, making it a trend for the marketing industry to work on creative campaigns that connect brands with customers on a personal level.