Velveeta Trolls Auction Sites to Buy -- and then Return -- Skillets to their Rightful Owners

Campaign Promotes Brand's Cheesy Skillets Product

Published on Jun 25, 2014

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In an unusual continuation of its "What My Skillet Is For" campaign promoting its "Cheesy Skillets" product, Kraft brand Velveeta decided to go shopping. Along with agency Wieden + Kennedy, the brand trolled auction sites to "rescue" as many skillets as possible, purchasing 1,001 of them -- which they then promptly sent back to their owners, who presumably would then use them to enjoy a cheesy Kraft meal.

"The number of skillets for sale was mind boggling to us because Velveeta Cheesy Skillets makes skillet cooking deliciously cheesy and easy," said Senior Brand Manager for Velveeta Convenient Meals Tiphanie Maronta, in a statement. "The only answer seemed to be that people didn't know, or had forgotten, how and why to use their skillets. As the only brand that can turn a skillet meal in to Liquid Gold, we felt it was our duty to remind and encourage sellers to get cooking again."

All the rescued skillets can be viewed at and the brand is encouraging consumers to support skillet meals with the hashtag #whatmyskilletisfor.

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