Philadelphia cream cheese has enlisted TV chef Andi Oliver and social-media influencer Poppy O'Toole in a new U.K. campaign.

Called “Philadelphia Brunch,” the work was developed in partnership with creative agency Elvis and media agency Publicis Media, based on a strategic and creative platform by Ogilvy.

To make customers feel more connected to the brand, Elvis set the brand's “You’ve Got A Friend in Philly" tag in a brunch setting.

Targeting millennials, the activation centers on turning a meal into an extension of friendship, underscoring the partnership between Oliver and O'Toole.

Neale Horrigan, executive creative director, Elvis, added: “We wanted to leverage Philly’s friendship platform to create a campaign that brings people together. Our aim was to showcase the joy that comes from spending time with friends, in a lighthearted and positive way."

The work runs across paid and owned channels, including YouTube, as well as social media, digital and audio.

Ellie Swales, brand manager Philadelphia UK, Mondelez International, said Oliver and O'Toole's passion for food makes them "ideal ambassadors." 

Elvis, part of Next 15 Group, has done creative work for Cadbury, Milka, Pepsi, Merlin Entertainments and Oreo.

The brand is owned by Mondelez International, which includes Oreo, Ritz, LU, Clif Bar in its portfolio.