Philadelphia plant based

a force of nature in creative marketing

My first time -campaign

This project was created for Philadelphia to launch their new plant-based cream cheese in the DACH market. The brief challenged us to create a bold, scalable, and memorable campaign concept that could stand out in a category dominated by strong voices like Oatly, a brand known for personality and attitude.

Our insight was simple but powerful:
Most people have already tried a plant-based product and been disappointed. That first bad experience becomes a mental block that keeps them from trying again.
So, we decided to give them a second first time.

That’s how “My First Time” was born. It's a campaign designed to make people stop, stare, and smile.
The idea plays on the double meaning of “my first time”, something that immediately catches attention and sparks curiosity. At first glance, the bold typography and phrasing might seem suggestive (“My first time was icky.”), but the twist comes in the second line:

“Think you know plant-based? Let us fix that.”

Through striking poster visuals, expressive typography, and a tongue-in-cheek tone, the campaign redefines how plant-based products can be communicated: playful, confident, and self-aware.

While our main focus was print and out-of-home, the concept is easily adaptable to video and social media, where user-generated “first time” stories could turn into a shared movement of re-discovery.

Ultimately, “My First Time” isn’t just about cream cheese, it’s about changing perceptions, one cheeky headline at a time.

Insight

Many consumers have tried plant-based products before and been disappointed. Our insight was simple: one bad first impression can turn people away for good. We needed to challenge that perception and make them curious again.

Bold campaign

“My First Time” turns that hesitation into humor. By playing with the double meaning of “first time,” the campaign catches attention, surprises the viewer, and reframes plant-based eating as something worth trying again.

Everyone has a first time

Each poster captures a relatable “first time” experience — awkward, disappointing, or forgettable, only to reveal a twist: we’re not talking about that kind of first time. The goal? To spark a smile, a second look, and a new first try with Philadelphia Plant-Based.

The whole slidedeck

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Reflection

While the campaign succeeded in standing out , and even became an audience favorite , it may have pushed the boundaries a bit too far for the client. Philadelphia’s brief called for something bold, but in hindsight, our interpretation of “bold” leaned more toward provocative. Striking the right balance between daring and brand-appropriate is something I’d refine next time.

Additionally, dedicating more time to polishing the final presentation and clarifying the campaign’s core message could have strengthened the pitch. The experience taught me how crucial it is to align creative risk-taking with the client’s comfort zone without losing the edge that makes an idea memorable.