Velveeta - Summer Queso
A successful YouTube Shorts campaign for Kraft Heinz's Velveeta Cheese, specifically targeting their Summer Queso product. This campaign aimed to boost the sales of Velveeta cheese loaves during the summer, a period traditionally overshadowed by higher sales around holidays and the Super Bowl. A cornerstone of this strategy was the collaboration with renowned influencers like Food Theory, Matty Matheson, and Binging with Babish, among others. These influencers brought their unique styles and large followings to the table, creating a series of inventive recipe videos and engaging reaction videos to fan submissions. This blend of culinary creativity and social media savvy paid off handsomely, amassing over 12 million views. More importantly, it translated into a significant uptick in cheese loaves sales across the country, underlining the campaign's effectiveness in altering purchasing patterns and boosting brand visibility during an off-peak season.