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“We recognized this as a huge business opportunity,” said Kelsey Rice, Velveta’s senior brand communications manager.
Velveta wanted a big swing, not just to increase sales, but to establish itself as part of the culture. “We think Velveeta is a popular brand and should be seen and seen as such,” she said.
To change his image, Velveta had to change the way he talked about himself.
That means fewer ads about affordable, melty cheese and more marketing gimmicks like cheese-flavored nail polish and pricey Velveta Martinis.
A cheese star is born
Asked about the brand’s history, the representative said: Kraft introduced Velveeta in 1928, a year after it funded a cheese produced at Rutgers University, he points to a 2005 book by Kraft, “The Best of Sliced Cheese.” Growing up.
In the year In the late 1920s, Kraft was called by a woman named Velveta.
A 1929 ad aimed at retailers stated, “Never in the history of the business have we brought to market a cheese product that has had such an immediate success as Velveta. “It looks like a perfect product.”
Not only is Velveeta “delicious” and “healthy,” the ad continues, “it spreads like butter” and melts easily when cooked.
Brand marketing has evolved with the times. In the year A 1940s ad touted velveteen as a smart wartime ingredient, offering a recipe for velveteen pudding with Spanish sauce, “a staple that will save you ration points.”
An ad from the 1950s advised young mothers to “make your desserts velvety and fresh while you’re watching your weight and trying to get the dairy nutrients you need.”
In the following decades, the consumption of American manufactured cheese continued to increase. In the year In 1996, consumption peaked at 8.75 pounds, according to the USDA. Then things took a turn for the worse.
Product not food
Two decades ago, consumption began to decline. People are concerned about the health effects of highly processed foods and are starting to eat more natural cheese.
Despite changing its marketing approach, Velveta stuck to a few clear messages. The product is easy to handle. It is affordable. – Walmart’s website shows a 32-ounce package of Velveeta selling for about $6.50. And most importantly, it can melt.
Years after being on the market, processed cheeses still melt better than natural cheeses like cheddar, says Chad Galler, vice president of food safety and product research for the dairy trade association Milk Management Inc. He explained that processed cheese contains ingredients that allow it to melt into a gel-like state when heated. When natural cheese is heated, oil is released, which gives it a spherical texture.
“We’re trying to make a natural cheese melt like Velveeta,” says Galler. But we haven’t opened that yet.
That unique melting quality has been the focus of Velveeta’s advertising for most of its life, Rice said. Now, he’s trying something new.
Velvet nails and martinis
In the year In 2018, Velveta’s sales fell 4.5% to $1.1 billion, according to IAI. In the year In 2019, sales decreased again – by about 2.4%.
However, during the pandemic, Velveta took advantage of people’s interest in convenience foods and easy-to-cook meals. By 2020, Velveta’s sales had increased by about 24 percent.
Then came the shows.
Bad reviews don’t matter to Velveta, who is usually the center of the joke.
“We’re thrilled with the way Velvetta Veltini has been received around the world,” Rice said. The most important thing is to make people think about Velveta again.
“People pay attention,” says Bob Samples, CEO of Western Michigan University, which teaches students about food and consumer goods marketing when brands make slick marketing moves. “They go to the store, they remember the name, they buy it.”
So far, Velveta seems to contain that epidemic. In the year After a 1.1% decline in 2021, sales rose 3.2% this year through July, IRI said.
Plus, new ad campaign or not, people know what they’re getting when they buy Velveeta.
“People know what to expect,” Samples said. “The comfort that goes with that,” he said.
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