Philadelphia uses the selfies trend its new effort revolving around home-made dishes

The Philadelphia cheese brand is rolling a new campaign in Australia, leveraging the nation’s love to selfies and adding cooking twist to it. The new effort, called #FridgeShelfies, comes as part of a broader Philly’s Do Your Thing campaign that inspires people to create versatile, off-beat meals from ingredients found in their kitchens. The new initiative gets people posting the ingredients in the fridge to instantly get original recipes based on them.

Photo: The #FridgeShelfies effort,

The campaign, launched on June 2, is rolling out for three weeks on Philadelphia’s social media channels, Facebook and Instagram, with the #FridgeShelfies hashtag. Users are invited to take a shot of their fridge shelves, and the brand’s team that works around the clock will create a recipe using the ingredients in real time. Plus, each Friday between June 2-20, masterchef Hayden Quinn will suggest a little something inspired by his favourite #FridgeShelfies submission.

To inspire active photo sharing, Philadelphia has also launched a competition and plans to award the user who uploads the most inspirational #FridgeShelfies entry with a trip for two to Melbourne and a $1,000 shopping spree at Salt&Pepper.

“We know Australian’s love sharing their selfies so we’ve come up with a way to put them to good use! The #FridgeShelfies campaign harnesses social media to provide a creative solution to a problem that many of us face each day; how to make something delicious with what’s in our fridges,” commented Bianca Melky, Philadelphia Australia brand manager.