Running a small restaurant is tough, especially competing against big franchises with massive marketing budgets. Philadelphia, known for its “You’ve Got a Friend in Philly” campaign, is stepping up to help restaurant owners as well.

Since Philly Cream Cheese has no preservatives, it requires frequent deliveries—meaning that Philly trucks regularly stop at restaurants. A truck parked outside signals that the restaurant serves top-tier food made with quality Philly products, and this creates the perfect chance to spotlight hidden gems.

By turning these delivery trucks into moving billboards, Philly transforms routine stops into powerful ads. On the road while driving, it shows Philly branding. When parked? They spotlight the restaurant: “[Joe’s Pizza] Got a Friend in Philly.” Amplified across billboards, bus stops, and social media, this gives small restaurants big-time exposure.