A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006. Now a Popeye's fast food restaurant on Google Maps.

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Entry from May 11, 2021
Schmearlier or Schmelier (schmear expert)

A “sommelier” is a wine steward. In January 2020, Philadelphia Cream Cheese advertised the “schmelier,” an expert on schmearing cream cheese.

“Schmearlier” is an alternate spelling. “FYI, @LoveMyPhilly , I could argue it should be ‘Schmearlier’s,’ but this is a no-cavilling zone” was posted on Twitter by Alan Neff on July 15, 2020. “Most of my ads are philadelphia cream cheese. And i am very happy with this. The schmearlier. A Schmear expert like sommelier. Is fucking top notch absurd shit” was posted on Twitter by enragedteeth on December 2, 2020.


Wikipedia: Schmear
Schmear is a word of Germanic origin, equivalent to ‘smear’ or ‘spread’ (usually fat or butter). In some Germanic languages, the cognate of smear itself means butter.

The use and spelling of schmear or shmear in American English is a direct loanword from Yiddish, where its original usage referred to cheese. In modern usage it has extended to anything that can be spread, such as cream cheese spread upon a bagel.

Wikipedia: Philadelphia Cream Cheese
Philadelphia Cream Cheese is a brand of cream cheese. It is one of the best selling brands of cream cheese worldwide, first produced in 1872 and is currently owned by Kraft Foods.

YouTube
#SchmearPerfection
Introducing the Schmelier

Jan 2, 2020
Philadelphia Cream Cheese
When you want a fine wine, you ask a sommelier. When you want only the finest schmear in the world you ask the Schmelier. #SchmearPerfection

YouTube
#SchmearPerfection
The Schmelier

Jan 2, 2020
Philadelphia Cream Cheese
To create the world’s finest cream cheese for over 145 years takes hard work. And to achieve the schmear of approval from a master schmelier? Near impossible. #SchmearPerfection

Twitter
PHILADELPHIA
@LoveMyPhilly
Our highly trained schmelier knows the crème de la cream cheese is always Philadelphia. #SchmearPerfection
7:58 AM · Jan 3, 2020·Twitter Web App

Twitter
PHILADELPHIA
@LoveMyPhilly
Our Schmelier’s pursuit of the freshest milk and cream never ends. After all, Philadelphia is the crème de la cream cheese. #SchmearPerfection
5:57 PM · Feb 10, 2020·Twitter Web App

Twitter
PHILADELPHIA
@LoveMyPhilly
The world’s finest schmear is a recipe that has been perfected by schmeliers since 1872. #SchmearPerfection
1:43 PM · Feb 28, 2020·Twitter for Advertisers (legacy)

Twitter
lara bee says
@larabeesays
I have never felt so spoken to by an ad before this Philadelphia commercial about a cream cheese expert called a “schmearlier”
8:06 PM · Mar 11, 2020·Twitter for iPhone

Twitter
keighty
@kathysmalls
@LoveMyPhilly is there a class I can take to become a schmelier? I would love to become one.
10:46 PM · May 20, 2020·Twitter for iPhone

Twitter
Alan Neff
@AlanNeff
I don’t RT ads, but in this case I have to make an exception, because “Schmelier’s” is brilliant.
(FYI, @LoveMyPhilly , I could argue it should be “Schmearlier’s,” but this is a no-cavilling zone.)
Quote Tweet
PHILADELPHIA
@LoveMyPhilly
· Feb 10, 2020
Our Schmelier’s pursuit of the freshest milk and cream never ends. After all, Philadelphia is the crème de la cream cheese. #SchmearPerfection
6:51 PM · Jul 15, 2020·Twitter Web App

Twitter
Lyndsey Dee
@lyndseyagogo
What does one have to do to become a a schmelier?
Quote Tweet
PHILADELPHIA
@LoveMyPhilly
· Feb 28, 2020
The world’s finest schmear is a recipe that has been perfected by schmeliers since 1872. #SchmearPerfection
9:22 AM · Jul 25, 2020·Twitter for iPhone

Twitter
enragedteeth
@teethyfisho
Most of my ads are philadelphia cream cheese. And i am very happy with this.
The schmearlier. A Schmear expert like sommelier. Is fucking top notch absurd shit.
1:07 PM · Dec 2, 2020·Twitter for Android

Reddit—CommercialsIHate
Posted by u/[deleted] March 15, 2021
Philadelphia cream cheese. “The world’s first and possibly only Schmelier.” Annoying and stupid!!!

Twitter
BrownDogs22
@browndogs22
Introducing the Schmelier https://youtu.be/60uvx_C8hu8 via @YouTube
Commercials that make me cringe!
Introducing the Schmelier
When you want a fine wine, you ask a sommelier. When you want only the finest schmear in the world you ask the Schmelier. #SchmearPerfection
youtube.com
8:52 PM · May 7, 2021·Twitter for iPad

Twitter
Rabbit Å
@rabbitrun60
You know what’s great, @lovemyphilly?  when your obnoxious “schmelier” breaks in for a quick ad in the middle of the documentary about mental health issues I’m watching on YouTube.
12:53 AM · May 9, 2021·Twitter Web App

Posted by Barry Popik
New York CityFood/Drink • Tuesday, May 11, 2021 • Permalink