Last holiday season, a national cream cheese shortage meant that our beloved cheesecake desserts were left out of the party circuit. But this year, the supply chain has recovered, and Philadelphia wanted to let people know that cheesecake is back, in a big way.

Inspired by the “is it cake” trends, we introduced the Philadelphia Cheesecake Handbag, a “designer” bag made entirely out of edible materials, namely, cheesecake.

We sold the kits on Amazon.com so dessert fans could make their own handbags at home.

The kits quickly sold out, and we blew away our earned media goals, landing 81 placements, including on AdAge, Adweek, Food Network, and The Kitchn.

Earned Media
Client: Philadelphia
Role: Concept