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Velveeta
Superior Cooking Cheese/Waltzing Velveeta

RAN IN: United States

CLIENT
Kraft General Foods

AGENCY
Leo Burnett Company *Lead Agency


SUMMARY

The Velveeta "Superior Cooking Cheese/Waltzing Velveeta" campaign was created to help reverse long-term business declines on the Velveeta Loaf brand by establishing a clear, compelling, product-based image for Velveeta. The objective was to position Velveeta as the "best cheese for cooking" utilizing the brand's superior melting/cooking performance vs. its main competitor, chunk cheddar cheese, to support this claim. The end goal was to improve consumer perceptions of Velveeta as a superior cheese for cooking, which in turn would translate to share and volume growth for the brand.


Classification: national

Language: English