Spotted! Philly’s singing stairway to heaven

The Kraft Heinz brand takes a typical staircase wrap and turns it into an interactive experience.

Kraft Heinz’s Philadelphia cream cheese brand is trying to make the morning commute a bit more “heavenly.”

Located in Toronto’s Metrocentre, the staircase doesn’t just feature images of Philadelphia cream cheese among the “heavenly” decor of clouds and halos. It is also outfitted with motion sensors, so when pedestrians and local office workers ascend the staircase, they will be serenaded by a recording of an angelic choir.

Carat is Kraft Heinz’ media agency, with Rethink on creative and Middle Child on PR.

The execution is part of the broader “Taste of Heaven” campaign that launched in April, featuring a new “Philly Angel” brand spokesperson inviting someone to have the “heavenly” experience of Philadelphia cream cheese through a staircase that appears in her fridge.

Anne Field, director of brand communications for the “Fast, Fresh Meals” category at Kraft Heinz Canada, says executions like these are one way Philly is “looking to reinvent the way the brand looks at consumer engagement.” Perhaps taking a cue from sister brands like Heinz Ketchup, the idea is to do that in a way that prioritizes putting the brand at the intersection of consumers and culture, reflected in creative ideas.

That approach can also be seen in things like a recent social post reacting to the vandalism of the Mona Lisa, seen below.

Screen Shot 2022-06-10 at 12.42.54 PM