2011 Winners & Shortlists

Results and Effectiveness

Breakfast in the Clouds became the talk of the town, and was all over the news. Over 4,000 people showed up to witness this out-of-the-world experience.* We also managed to convince more people to enjoy their breakfasts with Philly – our value share grew by 1.5% points vs. the year before, a towering achievement given the super-competitive cheese category^. Philly became the number 1 spreadable cheese in the UAE for the first time ever^. Breakfast in the Clouds took Philly to new heights.

Creative Execution

We literally served ‘heavenly’ breakfast – a breakfast lounge 50 metres in the air, on top of Dubai’s busiest beach-side, offering breath-taking views of the city. The meal became a carnival: with live musicians, and a chef serving Philly-based canapés. So how did we generate buzz and excitement around this surreal event? RJs from top radio stations talked about the event weeks in advance. People were invited to share their breakfast fantasies. The most alluring were given VIP passes to the experience. We also seeded the event in people’s calendars via Facebook. On the actual day, crowds gathered rapidly. Radio station RJs were present, getting people all over the city involved as families took their places and the table was slowly lifted, until everyone was feasting comfortably 50 metres in the air. They had added a new high to breakfast. Never again could families think of breakfast without Philly.

Insights, Strategy and the Idea

When was the last time you enjoyed a ‘fun’ breakfast? The reality is that breakfast has become a boring chore for the Arab family – more about efficiency, less about enjoyment. How could Philly, known for bringing ‘heavenly breakfast experiences’ all over, change this? By giving them an experience they could only dream of... an experience of a lifetime. Philly took the good old morning meal to new heights – 50 metres in the air – for an unforgettable breakfast experience. Philly created Breakfast in the Clouds!