Meet the Philadelphia Cream Cheese Cowboy Who Rides a Cow

Saddle up with Phillyboy

Giddy up! To intro its “Really Philly Good” platform, Philadelphia Cream Cheese created Phillyboy. He rides a cow, not a horse. And his satchel’s full of cream cheese that he shares with families wherever he goes.

The campaign, from Johannes Leonardo, positions the brand as a kitchen staple for more than bagels. Pasta, chili, potatoes, soups and dips level up when Phillyboy visits.

Watch this origin story to see Phillyboy’s early days and impact on family breakfasts.

A second spot shows Phillyboy make a pasta dinner a creamier delight.

“Our new brand character, Phillyboy, brings people Philadelphia cream cheese just in time to improve whatever they’re making,” says Lex Beltrone, ECD at Johannes Leonardo. “He’s a physical embodiment of the brand – he’s a friendly, cool and confident dairy expert, and his arrival is a welcomed surprise. A metaphor for the welcome but unexpected surprise of just how good Philly is in just about everything.”

“Rooted in Philadelphia’s dairy heritage, Phillyboy was created to boldly personify the brand’s journey from the farm to kitchens across America,” says Kelli Srivastava, senior brand manager for Philadelphia cream cheese. “From his cowboy hat, custom-made spife (spoon-knife) and holster to his Philadelphia-branded belt buckle and cow companion, he is the unmissable embodiment of Philly, stepping in to help take meals from good to Really Philly Good.”

A series of spots, running on TV, streaming/CTV, YouTube and social, focus on elevating scrambled eggs, pesto pasta, chili dip and bagels.

“Phillyboy actually grew up in a dairy town in Wisconsin and is super comfortable around cows,” Srivastava tells Muse. “Him and the cow hit it off immediately and had a special bond from day one.