Philadelphia Cream Cheese has created what could prove to be the most controversial campaign of the year, by offering to pay for a couples therapy session if they enter a competition.

Working from the insight that 53 per cent of couples say they have argued over sharing the last bite of dessert, Philadelphia Cream Cheese is promoting its new Philadelphia Cream Cheesecake Crumble product by providing couples therapy sessions to those that enter a new competition.

“With Valentine’s Day just around the corner, there is no better time to provide the solution that all couples have been hoping for,” Heinz Kraft said in a statement.

“Philadelphia Cream Cheese is providing couples an escape from ‘the last-bite dilemma’ with the launch of new Philadelphia Cheesecake Crumble—a personal serving of Philadelphia Cheesecake that you don’t have to share.”

We can’t be alone in thinking that couples generally don’t seek out therapy after eating cream cheese?

But be that as it may, for the launch of the new Philadelphia Cheesecake Crumble, the brand is showing how “the last bite dilemma can escalate” in a short film that features real-life couple Ashley Iaconetti and Jared Haibon.

In the video, Ashley and Jared work with a couples therapist on their sharing issues, starting with the last bite of a piece of cheesecake. The campaign was created in collaboration with advertising agency GUT.

Moreover, ensuring sharing dessert isn’t an issue for couples on “the most romantic day of the year”, Kraft Heinz is offering free Philadelphia Cheesecake Crumble during the Valentine’s day weekend (9 February to 14 February), while supplies last.

However, for those whose “sharing problems extend beyond cheesecake and the “last-bite dilemma”, the brand is taking it a step further by offering $150 to selected participants to help pay for couples therapy to “ease some of the tension”, Kraft Heinz said.

In addition to Kraft Heinz’s initial finding that 53 per cent of couples say they have argued over sharing the last bite of desert, another finding shared by the company from an Ask Suzy survey found one in three couples are considering going to couples therapy due to spending more time together during the pandemic.

The correlation between cream cheese and that is anyone’s guess, but couples can enter for a chance to receive a cheque to help cover the cost of a couples therapy session, up to $150, at www.philadelphiacheesecakecrumble.com.

But wait, there’s more.

Kraft Heinz is also introducing a mac and cheese line for Valentine’s Day, ‘Candy Kraft Mac & Cheese’, which is a sweet take on the overwhelmingly savoury dish.

“Candy Kraft Mac & Cheese is made with the same cheesy Kraft Mac & Cheese Americans know and love, but includes a candy flavor packet to turn the mac & cheese pink and add hints of sweet candy flavor,” Kraft Heinz said in a statement.

Cheers to tucking into the “sweet candy flavor” of a bowl of pink mac and cheese this Valentine’s, complete with the tangy, artificial cheddar flavour of this Kraft staple that we know and love.