The £2.4m push features the well-known Philly Angels using Philadelphia in different recipes.
One commercial shows an Angel tucking into a chicken fajita, topped with a dollop of Philadelphia. The other shows the Angels creating a gourmet dish for a dinner party by smoothing the cheese and then bread crumbs over a piece of salmon. Both use the strapline: 'Cooking with Philadelphia. A little taste of heaven'.
"The Cooking with Philly campaign was successful last year and is a great way for us to give consumers ideas about how they can use their favourite Philly," said Sarah Petts, channel and communications manager for Kraft Foods.
The ads will run for four weeks on ITV from this week.