At This Philly Cream Cheese Pop-Up, You Order Feelings, Not Food
"Satisfaction" sounds divine, but "Warmth" and "Curiosity" look yummy, too. Which do you recommend?
Diners can try them all from July 14-16, when Kraft Heinz's Philadelphia cream cheese hosts "Feeladelphia," a restaurant experience in New York created with chefs Jeremiah Stone and Fabián Von Hauske Valtierra.
After booking through Open Table, guests can sample from a menu of Philly-infused items inspired by happy feelings and uplifting states of mind. For example, "Satisfaction" consists of short rib beef tongue brisket, while "Warmth" and "Curiosity" feature fried crispy pasta and tofu in miso broth, respectively.
Developed with the agency GUT, the activation amplifies Philadelphia's broader "You Don't Just Taste It. You Feel It" positioning, and it's designed to bring that idea to life in a novel way, the brand says.
Here's a brief teaser to whet your appetite:
The three-hour event starts at 7 p.m. each night, and will include "captivating visuals, stimulating sounds and sensorial surprises" to help generate positive feels. It costs $35 per person, with all proceeds donated to charity.
Check out the complete multi-course tasting menu for the pop-up at 525 West 24th Street:
Yes, they spread it on thick. But this is cream cheese, after all, and the brand believes its concept will generate significant buzz.
For folks who can't make it in person, there's Feeladelphia Experience: An Immersive Cookbook, which, we're told, garnishes dozens of cheesy recipes with "edible pages, interactive scents, curated sonic experiences and much more."
Below, you can feast on food porn from the menu's pages:
Creative Agency: GUT Agency
Anselmo Ramos - Creative Chairman, Founder
Carmen Rodriguez - Chief Client Officer, Partner
Ricardo Casal - North America ECD, Partner
Juan Javier Peña Plaza - North America ECD, Partner
Bruno Mazzotti - Executive Creative Director
Dean Paradise - Executive Creative Director
Wonsik Cho - Copywriter
Mati Cachiquis - Art Director
Daniel Pastor – Art Director
Guido Fusetti – Head of Art
Monique Beauchamp Estrella - Group Account Director
Carolina Foster - Account Director
Veronica Perez - Account Supervisor
Diana Hernandez – Account Supervisor
Claire Golden - Account Executive
Renata Neumann – Head of Production
Sol Froment - Producer
Fernando Ribeiro - Global Chief Strategy Officer
Bruno Steffen - Strategy Director
Maria Fernanda Perez - Senior Planner
Rosa Cubas – Content Strategy Director
Vanessa Rodriguez – Project Manager
Junia Massoti – Director of Creative Operations
AMP, creators of Philadelphia's signature Sonic DNA, a first for the brand:
Jeffrey Berman - Creative
Jason Thompson - Creative Lead
Michele Arnese - Chief Creative Officer / CEO
Alejandro Vega - Composer
Alexander Simmance - Composer