Philadelphia Cream Cheese Shakes Up Green Bay Tradition with ‘Phillyheads’ Hats

Few sports rivalries are as storied - or as cheesy - as the one between Philadelphia and Green Bay. While many know of the iconic cheddar crowns that fans sport at Lambeau Field, there’s a rival headwear created from sheer fan ingenuity and love for Philadelphia cream cheese.

Ahead of their Monday night showdown on Nov. 10th, Philadelphia cream cheese and the creative minds at Rethink unveil the 'Battle of the Cheeses' campaign - an effort to celebrate its fans’ creativity by making the Philadelphia cream cheese hats a reality (and for purchase on Amazon) while tapping into the highly anticipated matchup. The campaign comes to life across the brand’s Instagram, Meta and Reddit, with a mix of paid and organic content leading up to the game.

Phillyheads: A limited-edition, playful spin on Wisconsin’s cheesy headgear, the new Philadelphia Phillyheads will debut on Amazon.com on Tuesday, Nov. 4th. Designed to make it easier than ever for fans to get their heads in the game, Philadelphia devotees can purchase one for the cost of a brick of cream cheese ($3.19)!

Game Day: Philadelphia supporters attending the Nov. 10 football game in Green Bay can snag a free hat near The Bar on Holmgren Way before kick off while supplies last. Exact time/location TBA closer to game day! Fans who sport the Phillyhead during the legendary matchup are encouraged to show their Philly pride on social using #BattleOfTheCheeses.

Fan Behaviour: From the brand’s successful launch of its refrigerated frosting last year to this summer’s release of Philadelphia cream cheese-stuffed olives - and now this fall’s debut of its first-ever Frozen Cheesecake - Philadelphia is obsessed with bringing consumer-driven innovations to life. Leaning into the existing behaviour fans have shown since2016, making their Philadelphia cream cheese hats a reality was a no-brainer for the brand to show up not just in the gameday spread at home but also on the heads of fans across the country.

“Whether it’s on the field or in the kitchen, Philadelphia fandom runs deep. Our ‘Battle of the Cheeses’ campaign was born from that same competitive spirit, celebrating the rivalry. The Phillyhead is a playful nod to that energy - a bold way for fans of both the city and of our cream cheese to show their pride. Philadelphia fans have always brought the heart - fuelling the brand’s innovations with their passion - and now they’ve got the headwear to match,” said Kelli Srivastava, senior brand manager for Philadelphia cream cheese.

“The Green Bay vs. Philadelphia game is already a cultural moment. Now, the Battle of the Cheeses takes something fans are already fired up about and turns it into a playful rivalry that shows Philadelphia deserves to be in the cheese conversation, and is an icon in its own right,” said Xavier Blais, ECD at Rethink.