The Results

Media Impressions
109.7 Million
4x average retweets
20% increase in "likes"

The Brief

PHILADELPHIA, the top cream cheese brand in the US, was looking for a way to celebrate the annual Cream Cheese Festival in Lowville, New York, home of its largest creamery.  At the same time the brand wanted to raise awareness of its new partnership with Share Our Strength’s No Kid Hungry™, and increase donations for its Bake Sale, a national fundraising campaign encouraging consumers to host bake sales in their communities to benefit the charity and end childhood hunger in America.

The Solution

At an event where over 2,000 lbs. of cream cheese is consumed, PHILADELPHIA needed a feat that would stand out and draw attention. Guinness World Records had an existing record category that would tie in with the festival, allow PHILADELPHIA to use its own product, and attract media – the largest cheesecake. PHILADELPHIA teamed up with celebrity chef Duff Goldman to create a cake that weighed 3,129.787 kg (6,900 lb) and fed the 10,000 attendees. The cake measured 2.292 m (7 ft 6.25 in) in diameter, and .787 m (2 ft 7 in) tall, with anything uneaten donated to local food banks.

It is a very 'sweet' moment for the entire team to have accomplished this amazing feat and beat the Guinness World Records title. ...Having a Guinness World Records adjudicator on site really amplified the excitement, challenging us to beat the record and offering great photo opportunities that were useful in PR efforts.

— Nina Barton - Vice President - PHILADELPHIA Cream Cheese