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Kraft Heinz’s Velveeta kicked off a “La Dolce Velveeta” campaign in November 2021 as a pivot from packaged food product to lifestyle brand that continued with the launch of a pair of cheese-scented nail polishes in June. This month the brand is further trying to up its status by partnering with BLT Restaurant Group to serve Velveeta martinis.
Sold for $15 at select BLT locations including BLT Steak in Washington, D.C., BLT Prime in New York and The Florentine in Chicago, the limited-edition Veltini is made with Velveeta-infused vodka, olive brine and vermouth, garnished with a cheese drip, Velveeta-stuffed olives and jumbo Velveeta Shells & Cheese.
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