Philadelphia Cream Cheese has stopped paying for search ads, at least to prospective shoppers on Google.
Over the past year, the Kraft Heinz-owned CPG brand has phased out its traditional search ad spend, opting to put those dollars instead into retail media and broader channels, according to Maddy Zingle, vp of marketing for Philadelphia Cream Cheese at Kraft Heinz.
“People are not typing ‘cream cheese’ into Google,” Zingle told Digiday. “Where we are trying to integrate is more into the actual recipes and the usage occasions, as opposed to just buying branded search terms.” Zingle declined to specify how much the CPG brand is spending on retail media.
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