Kraft Uses Bloggers in Velveeta Recipe Challenge
Kraft is tapping into consumer’s thrifty ways these days, reprising its Velveeta brand with a challenge that uses the cheese to create casseroles for four for under $10.
Five top bloggers have created recipes for casseroles that incorporate Velveeta cheese as an ingredient. The recipes appear online through Nov. 23, where visitors can vote for their favorite.
The bloggers are: Suburban Bliss, Miss Zoot, Confessions of an Apron Queen, My Wooden Spoon and Livin’ With Me!
In one example, Suburban Bliss, a wife and mother of two created the Queso Chicken Black Bean & Rice Casserole, which requires eight ounces of Velveeta.
Word-of-mouth is expected to play an important role in spreading news about the challenge.
The bloggers “all have strong followings so we have encouraged them to blog about their recipes in progress and let their readers know that voting has now officially begun,” said Sherina Smith, brand manager for Velveeta.
Also at the site, a contest offers prizes to those entrants who come up with the best tips to create delicious family dinners on a budget. The grand-prize winners will receive a set of stainless steel cookware. The 25 first-prize winners get Velveeta Casserole Kits.
A casserole recipe will be featured in a Nov. 23 FSI and in-store displays will promote casseroles in the third and fourth quarter, Smith said.
“Our strategy is to focus on the value of Velveeta and highlight the simple, affordable meals that can be prepared with Velveeta,” she said.
