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Kraft Heinz’s Velveeta kicked off a “La Dolce Velveeta” campaign in November 2021 as a pivot from packaged food product to lifestyle brand that continued with the launch of a pair of cheese-scented nail polishes in June. This month the brand is further trying to up its status by partnering with BLT Restaurant Group to serve Velveeta martinis.
https://www.adweek.com/creativity/would-you-drink-this-velveeta-infused-martini/