In November, CP+B was awarded Kraft’s Velveeta account, formerly with W+K, following a big agency consolidation.
Now, the agency has debuted their first work for the brand, launching a new campaign entitled “Liquid Gold Rush.” In a new 30-second spot, CP+B imagines the product as appreciated by 19th century gold prospectors. One prospector asks another how he found the biggest liquid gold mine in the state while they both eat a bowl of Velveeta Shells & Cheese. He explains he found boxes and boxes of it while shopping for provisions, and it’s soon revealed the prospectors are camping out not in the great outdoors, but in a supermarket.
The campaign includes online and radio ads in addition to the broadcast spot, as well as a social media initiative.
We can expect CP+B to mine from this idea more in the future, as Adweek relays that “Future spots will find humor in the odd placement of frontiersmen in a modern supermarket.”