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, it would also draw more traditional cooks to the show that might still have an interest in watching a cooking show about that old deli staple of cheesecake. Both of Philadelphia's desired consumer demographics, its current core of older consumers and younger foodies, could enjoy seeing the different chef's...

Recently, Philadelphia has introduced a prepared cheesecake filling, but to show that it does not merely exist as a potentially ideological tainted 'convenience food' and has application in higher-echelon cuisine, offering to sponsor a challenge, with perhaps a lucrative prize to the winner of the website contest, would gain positive attention for the company.
The only disadvantage is the top chefs may disdain a baking challenge, given their preference for quick, high-fire cooking, but seeing some chefs fail could actually inspire as well as amuse many home chefs to try the versions again, and better at home -- and surely some of the challengers will succeed, spelling success for Philadelphia in the supermarkets!

Works Cited

Oreo Lemon Pie." Top Chef. Bravo TV. 2007. 19 Aug 2007. http://www.bravotv.com/Top_Chef_2/recipes/episode_10/index.shtml

Sea Urchin & Meyer Lemon Gelee with Fennel Cream, Caviar & Kalamata Oil." Top

Chef. Bravo TV. 2007. 19 Aug 2007. http://www.bravotv.com/Top_Chef_2/recipes/episode_13/elim/marcel1.shtml