The Secret Ingredient

Façade Restaurant

“The Olde York” Identity

The Big Reveal on Social and OOH

“We Proudly Serve Philadelphia” Stickers

Project Information

The “Secret Ingredient” campaign for Philadelphia Cream Cheese, rooted in the Youn Ones Brief 2025, introduces Lawrence Sauce—a coveted, secretive culinary sensation that has chefs and foodies buzzing. Through social media buzz, influencer partnerships, and exclusive tastings, the campaign builds intrigue around this mysterious ingredient. The reveal? The secret behind its rich, creamy texture is none other than Philadelphia Cream Cheese. By positioning Philadelphia as the “secret ingredient” elevating this culinary phenomenon, the campaign showcases its versatility and ability to transform any dish. Additionally, it challenges the notion that Philadelphia is too expensive for local restaurants, aiming to demonstrate that it’s simply too good to pass up.

Project Process

We created an immersive experience by building a facade restaurant in the Lower East Side that subtly incorporated key elements of the Philadelphia brand. The restaurant, designed to look like a trendy, high-end eatery, was strategically placed to draw attention from other local restaurants. We created an air of exclusivity around this new spot, generating buzz and curiosity while subtly hinting at the role of Philadelphia Cream Cheese in the cuisine. Through carefully executed events and social media teasers, we drew in chefs and foodies alike, making them wonder what made this restaurant so special. The campaign “stole” attention from the competition, ultimately leading to the big reveal—showing them that Philadelphia was the secret ingredient all along and proving that it’s too good (and too essential) not to use.

Key Services

Art Direction, Copywriting, Video Editing.