How ‘Cheesepocalypse’ Helped Velveeta Bond with Its Biggest Fans
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The “Cheesepocalypse” shortage of Velveeta products before the Super Bowl in January was pure gold for the brand, which not only basked in copious free publicity but also used the opportunity to locate some of the people who loved it most in social media, said an executive for Kraft Foods in a presentation at the Advertising Research Foundation Re:Think conference in New York today.
The shortage, first reported by Advertising Age and repeated in countless other news outlets (many of which noted the #cheesepocalypse social-media hashtag that emerged almost instantly) may actually have been a tad overblown. It affected only one-pound boxes of the processed cheese product, not the two-pound boxes that account for most brand volume, said Cannon Koo, director of analytics for Kraft, in an interview after his presentation. Nevertheless, he said, “It was great. It helped our sales.”
Absence, or even a remote possibility of absence, can make hearts of true brand fans grow stronger, and that clearly was the case with Cheesepocalypse, in which they lamented the impending doom of a Super Bowl without their favorite processed cheese.
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