Velveeta Shells & Cheese ‘Gets Together’ With Country Music Artist Rodney Atkins to Promote The Best Side of Dinner
Partnership will Shine the Spotlight on
Velveeta Shells & Cheese as the Best Side of Dinner
GLENVIEW, Ill. (April 7, 2010) – Velveeta Shells & Cheese has teamed up with chart-topping, platinum-selling country music artist Rodney Atkins for a summer-long, crowd-pleasing partnership that will bring family and friends together over the best side of dinner – Velveeta Shells & Cheese. This is the first timeVelveeta Shells & Cheese has partnered with a country music artist; it is also among the first national marketing sponsorships of this magnitude for Rodney Atkins.
At the center of the campaign is a new song by Rodney Atkins written exclusively for Velveeta Shells & Cheese entitled “Get Together.” The exclusive new song is featured in Velveeta Shells & Cheese television advertising and will also be available as a free download for the first 100,000 fans starting in May. Also starting in May, fans can enter an essay contest for a chance to win the “Ultimate Get Together” – a private cookout and concert with Rodney Atkins for family and friends right in the winner’s backyard.
A custom Velveeta Shells & Cheese “Side Shack” will provide family entertainment at select Rodney Atkins summer concert tour stops. Through radio, in-store and on-site festival promotions within the concert tour markets, consumers can enter for a chance to win VIP entrance into the Side Shack, where they can perform virtually alongside Rodney on an interactive screen and enjoy some of the best views of Rodney’s festival concert. While there they’ll also have a chance to win autographed Rodney Atkins merchandise and CD’s; and enjoy a taste of the best side of dinner, Velveeta Shells & Cheese. A few lucky winners will also have the opportunity to participate in “meet & greets” with Rodney.
“Although I spend a lot of time on the road, I’m a regular guy – a husband and a dad – and there is nothing I enjoy more than spending time with my family and friends over a good meal,” said Rodney Atkins. “I’m excited to team up with Velveeta Shells & Cheese to encourage folks to ‘get together’ and to enjoy some good food and good music this summer.”
The new television ads began airing nationwide in March, and additional print and digital advertising will run throughout the year. Further details on the tour stops, contest and song downloads will be announced in May.
“This will be the first time we have entered into a country music partnership for Velveeta Shells & Cheeseand we are thrilled to work with Rodney to engage consumers in such a fun and crowd-pleasing way,” said Greg Gallagher, Velveeta Shells & Cheese Brand Manager. “Summer is all about ‘getting together’ with family and friends, and we want to make sure that the best side of dinner, Velveeta Shells & Cheese, has a seat at the table.”
No purchase necessary to enter to win a prize. Beginning in May, visitwww.GetTogetherWithRodney.com/Velveeta for contest details.
Taste the Best Side of Dinner
Visit www.velveeta.com/RodneyAtkins to listen to Rodney Atkins’ new single, “Get Together,” download recipe ideas and to experience the best side of dinner, Velveeta Shells & Cheese.
About Kraft Foods
The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. With annual revenues of approximately $50 billion, the combined company is the world’s second largest food company, making delicious products for billions of consumers in more than 160 countries. The combined company's portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gums; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayermeats. Another 70+ brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a mem ber of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.