Case Study: Velveeta Vel2Go Influencer & VIP Packages

Velveeta launched the limited-edition Vel2Go Cheese Sauce Packets, inviting cheese lovers everywhere to "Live La Dolce Velveeta." To amplify this indulgent launch, Velveeta partnered with Zagwear to create distinctive influencer and VIP packages, designed to generate excitement and inspire widespread sharing.

Background

Velveeta Vel2Go packets offer consumers easy, on-the-go access to the creamy, cheesy taste they love. Packaged conveniently in individual, squeezable pouches, Vel2Go enhances everyday snacks and meals, promising indulgence anytime, anywhere.

Challenge

The main challenge was to introduce Vel2Go as an innovative product to influencers and VIPs, ensuring high-impact visibility. The goal was to craft a memorable unboxing experience that would spark social media buzz and authentic content creation, ultimately expanding awareness and driving consumer excitement around Vel2Go.

Strategy

Zagwear leveraged its creativity and expertise in designing custom influencer packaging to produce an engaging, luxurious unboxing experience reflective of Velveeta's fun and indulgent brand persona. The strategy revolved around creating visually appealing, share-worthy packaging that communicated the product’s versatility and irresistible indulgence.

Execution

Zagwear designed and manufactured influencer and VIP packages featuring premium, attention-grabbing designs aligned with Vel2Go’s branding and playful, indulgent messaging.  Influencers were encouraged to capture and share their genuine reactions and creative uses.

Results

The influencer and VIP packages successfully generated extensive social media engagement and user-generated content. Influencers enthusiastically shared unboxing videos and images, significantly boosting visibility and selling out Vel2Go on Walmart.com. The campaign resulted in elevated brand awareness, heightened product excitement, and substantial audience reach, validating the effectiveness of the thoughtfully designed packages.

Conclusion

Zagwear’s innovative influencer and VIP packaging for Velveeta Vel2Go played a crucial role in amplifying the product’s launch. By crafting an engaging and memorable unboxing experience, Zagwear effectively sparked influencer engagement, increased social sharing, and positioned Vel2Go as the must-have indulgent condiment. The partnership underscored the power of strategic packaging in driving consumer excitement and product success.

Source: Kraft Heinz