A large, contemporary ad campaign
A year later, it introduced a successful new product - Velveeta Cheesy Skillets - as a direct competitor to Hamburger Helper, and unveiled the new ‘liquid gold’ slogan, and hasn’t looked back since, says Hartman. “If you are an iconic food brand… you have enormous flavor equity that can be leveraged simply with contemporary marketing language. Just launching a large, contemporary ad campaign for these kinds of brands can have a large, immediate effect.
“But Kraft ensured that the brand had a behavioral growth strategy, too, one that relied on getting the brand onto new kinds of more convenience-oriented eating occasions. Velveeta needed more convenient product forms to remove barriers to brand consumption.”
