I Don’t Know What’s Better, The Game Or Your Velveeta Nachos

Americans will eat 46% more chips this Sunday and Kraft Foods intends to be there in living rooms across the land to soak it all up. Literally.
According to The Wall Street Journal, Kraft hired House Party, an Irvington, N.Y. experiential marketing firm whose specialty is setting up parties to promote clients’ products.

Using its database, House Party emailed Internet-savvy women ages 25 to 50, Velveeta’s target market, offering them the chance to host a game-day party featuring Velveeta. Both House Party and Kraft also promoted the offer on their Web sites. More than 15,000 women applied, and 2,500 Velveeta lovers were chosen.
The hostesses, who won’t be paid for their services, get “party packs” containing a 32-ounce package of Velveeta, take-home plastic Velveeta storage containers for 16 guests, a recipe for chili con queso dip — along with the requisite cans of diced tomatoes and green chilies — a spinach dip recipe, a dip bowl, a couple of bags of Ritz toasted chips, snack-bag clips, Velveeta coupons, Kool-Aid and cups. House Party said it couldn’t estimate the value of the party packs.

Don’t laugh. Angilyn Mathews, a stay-at-home mother of five who lives in South Jordan, Utah, was chosen to party Velveeta-style. “It’s like an honor to get picked for the party,” she says. “When we got the party pack with all the fun things inside, it was like Christmas.” Okay, now laugh.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Bob Frapples says:

    What am I laughing at? That she said something funny? Or that you are making fun of someone you’ve never met?

  2. Just picking up on a word here.
    please remind me what makes a “internet savvy 50 year old woman” internet savvy.
    her social network? her ability to toss around an email address? her posting on popular mommy blogs?
    I consider myself internet savvy in that i understand how html and css works. I got an idea on other things but i quit when better technologies of web building became relevant. Javascripting came at an inopportune crash in my schooling. I understand linking and building networks of friends, since my kids have either been through all that or still are in that, and my nieces and nephews even better. I understand how little kids go crazy for certain shows on the internet everyday. My grandkids are allowed to watch the science site: Peep and the Big Wide World. I understand stay at home momming. I understand (with an A) image manipulation, movie making and beginning 3-d constructions on the computer.
    I just never heard about the contest.
    Are you sure there isn’t a better word like internet brand savvy?