In honor of National Mac and Cheese Day, Velveeta — a sub-brand of Kraft Heinz — recently debuted a hilarious social media campaign that takes a playful approach to pasta "shells."
Dubbed, #OneShellOfAPromo, the new campaign asks users on Twitter with a handle that includes either “shell,” ‘shel,” or “chel,” to respond to the tweet using the hashtag #ShellOfAPromo for a change to a free box of creamy VELVEETA Shells & Cheese. These names could range from Shelby and Sheldon to Shelenes and Michelle and offer a witty way to connect to a niche demographic of fans.
Socially driven holidays like National Mac and Cheese Day provide ideal opportunities to create unique, targeted experiences for consumers during less busy seasons, like Christmas or Thanksgiving.
Image Credit: Velveeta
Key Themes Behind This Trend
- Socially Driven Holidays
- Utilizing holidays as a platform for unique and targeted consumer experiences.
- Niche Demographic Engagement
- Connecting with a specific audience through witty and personalized campaigns.
- Playful Social Media Campaigns
- Creating humorous and interactive online promotions to engage users.
Where This Applies
- Food and Beverage
- Using social media campaigns to promote and engage consumers in the food industry.
- Marketing and Advertising
- Developing creative and personalized campaigns to connect with niche demographics.
- Social Media
- Leveraging social media platforms to create interactive and playful marketing experiences.
