BACKGROUND
Across Reddit, users share niche passion projects every day. But in r/KitchenConfidential, a Reddit community of 2+ million food-service professionals and hobbyists, one small project turned into the community’s biggest drama—user u/F1exican posting daily photos of meticulously chopped chives until Reddit deemed them perfect. The community anticipated his daily ritual posts, filling each with chive analysis, encouragement, puns and even awarding him a nickname: “Chivelord.” Publications even took notice including the Today Show, The Washington Post, Food Network, The Takeout and more.
While Chivelord became a legend in this niche Reddit community, Philadelphia saw an opportunity to participate in the moment. Philadelphia subtly connected its chive cream cheese to the ongoing chive chopping saga, striking a careful balance between staying cool and casual, while showing they were truly listening.
THE AD
As the legend of Chivelord’s daily ritual began to grow, Philadelphia Cream Cheese acknowledged it with one low-fi ad for their chive cream cheese. Rather than steal the moment with meme hijacking, cringy humor or forced attempts at community language, instead the ad featured a simple IYKYK copy reference and a plain product shot on a white background.
Users loved this “recognition rather than commandeering of Reddit culture” approach, screenshotting the ad and sharing it in r/KitchenConfidential.
COMMUNITY RESPONSE & CARE PACKAGE
Some users commented that if brands reference a post, the redditor should be rewarded. What users didn’t know at the time is that Philadelphia had already privately reached out to Chivelord to send support for his chive-chopping journey. u/PhillyCreamCheese let the community know, as users eagerly rallied Chivelord to check his DMs. Philadelphia sent a care package including a professional knife set, personalized cutting board, apron, custom stickers, and Philadelphia Chive Cream Cheese. No strings attached, and no request to post or mention Philadelphia. It was completely up to him.
However, Chivelord did post the care package on r/KitchenConfidential. Users responded positively, praising the brand for rewarding his hard work, rather than commercializing it. Then Philadelphia stepped back, leaving Chivelord to continue chopping.
With this activation, Philadelphia chose participation instead of over-promotion, earning them credibility within the community, the Reddit platform and trade publications.
The simple, single ad was organically screenshotted and shared across Reddit, generating thousands of upvotes and comments without paid amplification, and later making it to the top posts on Reddit’s homepage. What began as a subtle nod turned into community support as users praised the brand for “getting it right” and recognizing culture instead of exploiting it. Philadelphia turned a skeptical brand interaction into a community-endorsed model for how brands should behave on Reddit.
When Chivelord shared the care package, the response was overwhelmingly positive. Within the comments, users applauded Philadelphia’s restraint and authenticity, noting that they “didn’t overdo it” and simply “rewarded the creator.”
Beyond Reddit, the broader Chivelord saga continued to gain mainstream attention, with national publications like adage covering the story and positioning Philadelphia at the center of a delightfully niche, cultural internet moment, without forcing itself into the spotlight.
