Velveeta Offers Up Midnight Mac

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Velveeta is a sensuous food. It’s known for having a rich, creamy texture that melts into a slow-flowing liquid of cheese. But inviting it into the bedroom? We shall see. 

Velveeta is a sensuous food. It’s known for having a rich, creamy texture that melts into a slow-flowing liquid of cheese. But inviting it into the bedroom? We shall see. 

On Friday, November 16, the cheese-food product is offering itself up for some late-night activities. Between the hours of 9 p.m. and 2:15 a.m. on Friday, November 18, consumers in New York City can text “Vel, You Up?” to 855-Velveeta (855-835-8338) in a group chat with their partner to receive a food delivery of late-night Velveeta eats. (The deliveries will be limited to the first 100 texts received and will include two servings of specially prepared Velveeta-based recipes “Deep-Delish Pizza Shells & Cheese” or “Please Me, Cheese Me Totchos.”)

“As a brand that encourages our fans to live their most outrageous life and letting your inner-pleasure seeker run free, we believe you don’t have to give up the good stuff,” said Anne Field, head of Velveeta’s North American brand communications for Kraft Heinz. “In our quest to make outrageous pleasure a way of life for our pleasure-seeking fans, we are meeting our fans where they are and bringing the ultimate pleasure, Velveeta, into late-night action.”

The so-called “Velveeta Foodie Call” will also be available to others around the country, though the delivery won’t be immediate. Consumers who text the “Vel, you Up?” message to the number in a group chat can receive a Velveeta foodie-call kit, which includes a “loaf” of Velveeta, two single cups of Velveeta Shells & Cheese, a double-sided utensil for co-enjoyment and recipes for the hot meals that will be delivered in New York. (Those deliveries, which will arrive via mail, will be limited to the first 1,000 texters.)

The late-night foodie call effort is part of the brand’s overall “La Dolce Velveeta” brand positioning. That umbrella has included promotions such as “Pinkies Out,” cheese-scented nail polish and a cheese-flavored Velltini martini

“‘La Dolce Velveeta’ is not just a brand tagline; it's a true way of life for our fans,” Field said. “The Velveeta Foodie Call is designed to maximize pleasure through our food and make their 2 a.m. delights even more enjoyable. Whatever brings you outrageous pleasure and helps you live your biggest, boldest, most unrestrained life - we’re here for it.”

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