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.
Image Credit: Philadelphia
What Makes This Trend Stand Out
- 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.
- 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.
- 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.
Sectors Adopting This
- 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.
- 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.
- 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.
