Kraft is celebrating its 100th anniversary of cheese-making, unleashing America's love of cheese through an integrated marketing program titled, "For the Love of Cheese." The campaign offers fans a chance to win a lifetime supply of cheese and other great prizes.
"Kraft has a rich heritage in cheese-making dating back 100 years, and our storied history is rooted in this country's passion for cheese," said George Zoghbi, President of Kraft's Cheese & Dairy business." We are devoted to delivering quality products that fulfill America's ever-changing, but never wavering, love of cheese. With this program, we are asking our fans to shout from the rooftops with us in professing our mutual love of all things cheese."
Kraft enrolled a friend—country music superstar and self-proclaimed cheese-lover, Brad Paisley—to help spread the cheese love across the country. The company is sponsoring his 2014 World Tour which kicks off in Philadelphia on May 16.
Concert-going fans can show their love of cheese in a variety of fun and engaging ways, including the opportunity to take part in Kraft's "Cheese-loving Karaoke," where fans can sing along to some of Paisley's biggest hits, including his current single River Bank, and then share their music video on social networks.
Paisley also co-created and co-directed humorous videos in collaboration with Kraft to show what he would do For the Love of Cheese. Meanwhile, all cheese and country music fans will see Brad Paisley and "For the Love of Cheese" pop up on signage and promotional displays in more than 25,000 grocery stores nationwide. Paisley and the promotion will also be carried on more than 4 million Velveeta® packages.
Additionally, to kick-off the campaign, Paisley will showcase his colossal love of cheese on NBC's "Late Night with Seth Meyers" on May 14 (12:35 a.m. ET on NBC). The live advertisement also will be promoted via the "Late Night with Seth Meyers" website and Kraft's social media platforms.
Fans of Brad Paisley and Kraft cheese brands can watch the Brad and Kraft co-created videos and learn more about "For the Love of Cheese" at www.fortheloveofcheese.com. There, they can enter into the national sweepstakes for a chance to win a lifetime of cheese and a VIP Brad Paisley concert experience, find Paisley's cheesy recipe favorites, and more. Fans can also earn a bonus sweepstakes entry by tweeting about what they would do for their love of cheese and using the hashtag #fortheloveofcheese, after they enter the sweepstakes online.