Philadelphia Cream Cheese launched a holiday advertising campaign that leads with a new spot highlighting the world’s first Double Diptector to catch those guilty of dipping their bitten chip a second time. The campaign is a new comedic approach for the company and aims to promote the brand as a snack food for parties and not just an ingredient for cheesecake or a bagel accompaniment.

The ad spot starts with the party host in her kitchen revealing how to throw the “perfect party” with the dips—then cuts to a guest double dipping and being caught, thanks to the double diptector.

The smart device—that looks like an average chip and dip bowl—pairs with the app to track and catch the double dipper. It alerts the app user with a loud alarm if someone commits the crime. The company actually invented the device and has put a version up for bidding on eBay.

“We wanted a fun, creative way to launch our new Philadelphia Dips that would tap into culture and become something that people could not only relate to, but want to talk about and share. Dips are highly relevant during the holidays and served at holiday parties and family gatherings,” said Megan Magnuson, Philadelphia associate marketing director.

The shift towards changing Philadelphia’s brand to an everyday food option was first noticed in their 2017 in the “It must be the Philly,” campaign. The ad shows office workers rushing into a budget meeting because there is cream cheese. Soon after, the brand rolled out cheesecake cups and prepacked chips with cream cheese dip.

The marketing effort illustrates the brand’s role in “elevating everyday occasions.” It was also the first campaign since the merger between Kraft Foods and H.J. Heinz Co.

“The Philadelphia brand’s overall tone of voice is optimistic, warm, playful and real. As we’ve launched our new Philadelphia Dips, we leveraged a tone that is cheeky, smart and clever in a way that endears the brand to our consumer,” added Magnuson.

In the past, Philadelphia concentrated on presenting their ingredients—made with fresh milk, real cream and no preservatives. In 2014, the company redesigned their cream cheese packaging to make it more modern and appealing.

The brand is encouraging fans to weigh in on the double-dipping debate using #doublediptector on social media.