Lactose Free Philadelphia. For the first time in the food industry, a product has been created directly in response to a consumer request on Facebook.
It all began on the Philadelphia Facebook page when four consumers asked us in rapid succession to produce a lactose free version of their favourite cream cheese.
The next day we started a special project to give these posts the only truly convincing answer possible: the commercial launch of the new product, which will be available in all Italian supermarkets in November 2013, representing the first case in which a supermarket product has been created in response to Facebook fan requests.
The best commercial? The true story of how it happened.