Velveeta and its parent company, Kraft, have earned a reputation for introducing products that provide families with convenience and ease in the kitchen. Building on Velveeta’s popular quick and easy meals, the new Velveeta Cheesy Skillets are creating a buzz. The difference between the new introduction and Velveeta’s past dinner products is that moms and dads can whip up a “real” non-microwaved meal for the family in no time. Kraft is targeting busy moms during back to school season, when hectic schedules necessitate quick and easy meals.
In the commercial, a suburban mom is abruptly greeted by a man dressed as a 19th century blacksmith holding an iron skillet and a box of Velveeta Cheesy Skillets as she attempts to leave the house to pick up dinner. The spokesman guides her hands while she prepares the meal in a way that is reminiscent of the famous pottery scene in the movie Ghost, all the while speaking in an olde English accent. Another Commercial portrays a mom attempting to prepare a meal in the microwave as the 19th century blacksmith appears yet again and stops her. He proclaims, “Reject these cold technology contraptions. Would you want the shoes of your horse forged in a microwave? Your Stove: Use it!”
Velveeta promoted Cheesy Skillets via their Facebook page where visitors could take a poll on which of the four flavors is their favorite, while reading up on a product description of each.
Along with television ads, Facebook, and YouTube, Velveeta is also activating one of the most effective tools in promoting a new product: word of mouth. Through promotions that encourage hosting a Velveeta Cheesy Skillets House Party, the brand is hoping to promote trial and create a buzz by asking people to upload their house party photos to the Facebook page.
With the school year in full swing, it will be interesting to see if Velveeta’s new launch and ad campaign are persuasive enough to take market share away from competitors like Hamburger Helper and make it to family dinner tables.