""People are not typing 'cream cheese' into Google. Where we are trying to integrate is more into the actual recipes and the usage occasions, as opposed to just buying branded search terms.""
""Even the people searching, they already know what they're looking for, so you're not really getting any incremental activity out of it.""
""Philadelphia Cream Cheese invests in e-commerce and retail search because that is extremely lower funneled, direct-to-purchase for us.""
""Philadelphia Cream Cheese spent nearly $495,000 across seven retail media networks last year, with around 29% dedicated to ads with midwestern grocer Meijer.""
Philadelphia Cream Cheese has ceased paying for search ads on Google, reallocating funds to retail media and broader channels. The brand's marketing strategy focuses on integrating into recipes and usage occasions rather than traditional search terms. With a fragmented search landscape, shoppers are more likely to start their searches on grocer websites. The brand invested nearly $495,000 in retail media networks last year, with a significant portion directed towards ads with Meijer. In total, Philadelphia Cream Cheese spent $31.8 million on U.S. digital advertising in 2025.
Read at Digiday
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