Oreo has evidently already featured in the dessert segments of the show, but not as a primary product -- and an ingredient like cream cheese, Philadelphia brand cream cheese can play a more prominent featured role than a packaged cookie.

Also, as many viewers likely have strong preferences regarding cheesecake flavors and recipes, an interactive web component could be added to the challenge, as viewers could post their own recipes for cheesecake, using Philadelphia brand cream cheese, and the company could give a prize to the best recipe for 'amateur' cheesecake. The choice of Top Chef as a venue would be ideal because it would give Philadelphia a much needed image boost amongst the younger consumers who watch cable, and also raise its 'hipness' component as innovative young culinary minds infused the traditional cheesecake recipe with everything from cutting-edge liqueurs to flavors from the Near East and Latin America. However,...
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