Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in