Duos rule in campaigns for Queso Dip, the mixture of Velveeta and Ro*Tel diced tomatoes and chilies.
For the past two years, a young couple has been central to the dip’s ads. This year, however, two 40ish women star as dip lovers who hit the road in a “Quesobago” to share the snack. The latest push breaks today.
One TV ad depicts the perky, wide-eyed duo talking their way into a house of football fans who’ve yet to try Queso Dip. A woman who lets them in turns from dumbfounded at first (“They brought what?”) to sated once she tastes the dip. Two other ads feature the duo in their RV-style truck, which is decked out with signs of the product. Hanging near the rearview mirror, for example, are an empty box of Velveeta and an empty can of Ro*Tel.
The new characters “represented ambassadors for Queso,” said Richard Bode, a brand manager at Kraft. “They give off a spunky sense of humor, combined with a passion for Queso and wanting to tell … people like them how good this is and how this dip can enliven such fun events as watching football or a holiday party.”
The campaign, led by DDB in San Francisco, also includes digital ads, a website, retail displays and a road show that will take the Quesobago to nine college football games in two months. This week, for example, the truck will park outside Ohio State’s stadium in Columbus before the Buckeyes play the University of Wisconsin. Fans can sample the dip, see ads on a flat-screen TV and pose for pictures in a photo booth. Velveeta parent Kraft, in turn, will share the photos via social media networks like Facebook.
The emphasis on football is by design: the football season mirrors the peak September to February season for selling Queso Dip, a cooperative effort between Kraft and ConAgra, the maker of Ro*Tel. DDB got the call—as it has in the past—because it’s a key ConAgra agency. The two companies introduced the dip in 2003 and began advertising it in 2009.
The primary target for the product are contemporary women in their 40s who like simple, tasty foods, according to Bode.
Two more TV ads will roll out in December, around the holidays. In addition, Kraft will hold a sweepstakes for a free Quesobago party featuring the actresses in the ads. Bode declined to reveal spending behind the new campaign but said it was in line with past efforts.