Through an online branded video series & a community platform, PHILLY consumers united to inspire, create, share and learn endless new ways to use PHILLY in everyday meals. With beloved food personality and home cook, Paula Deen, as host, Real Women of PHILADELPHIA helped bring women together to build a shared experience which became about much more than cooking - it became about sharing joy with friends and family, inspiring confidence and encouraging personal growth. A rich mix of channels including digital brand partnerships, online media, paid search, print, social media, PR and TV worked together to drive support to the RWOP community platform. The voices of the growing community were amplified and recipes were distributed through every channel.

Communication plan sparked 40M Community Registrations and 8M recipe submissions. 1.3MM users visited the RWOP Community. We also received 31MM total views of Cooking with PHILLY Recipe Videos across the web through video media distribution. Ultimately, we reach a total of 90.63% of W25-54 population Online and engaged with 50MM W25-54 unique users.Program resulted in 32% Lift in Sales (Comscore) and a 15% Lift in Purchase Intent (Dimestore).