Velveeta Cheesy Skillets Rescues 1,001 Skillets From Online Oblivion To Re-Ignite Skillet Cooking

Liquid Gold brand is on a mission to remind Americans what their skillets are for

Jun 25, 2014, 09:15 ET from Kraft Foods Group

NORTHFIELD, Ill., June 25, 2014 /PRNewswire/ -- Online auction sites are known as a destination for useless items like parrot-topped lava lamps and dachshund condiment trays. But when Velveeta Cheesy Skillets saw that thousands of skillets had been wrongly discarded into the Internet abyss, it took action and launched the "What My Skillet is For" campaign. The first order of business was rescuing as many skillets as possible. The brand purchased one thousand and one skillets that were being sold online and returned them to their rightful owners with a reminder of what their skillet was for – Velveeta Cheesy Skillets.

"The number of skillets for sale was mind boggling to us because Velveeta Cheesy Skillets makes skillet cooking deliciously cheesy and easy," said Tiphanie Maronta, Senior Brand Manager for Velveeta Convenient Meals. "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."

In fact, a recent survey reveals Americans are often foregoing the skillet when it comes to making meals at home.  Almost one-third say they're lucky if they use a skillet even once a week.*

So far the Velveeta Cheesy Skillets strategy seems to be working. Some people who received the packages of returned skillets and the Velveeta Cheesy Skillets product have been publicly touting their thanks on Facebook and Twitter.

Velveeta Cheesy Skillets is featuring each individual rescued skillet on its website at for visitors to use as inspiration for rekindling their skillet relationship. The brand is also asking fans to join the movement in bringing skillets back to the front burner with the hashtag #whatmyskilletisfor. If their social post helps just one person realize that their skillet is for making Velveeta Cheesy Skillets, then it has done its part to save another skillet from disappearing into the abyss of online auction websites, garage sales or that weird metal drawer under the oven.

The 'What My Skillet is For' campaign was created in partnership with independent advertising agency Wieden+Kennedy.

Velveeta Cheesy Skillets
For more than 85 years, Velveeta  has been providing fans with velvety, smooth Liquid Gold. With multiple varieties of Velveeta Cheesy Skillets such as Ultimate Cheeseburger Mac, Chicken Alfredo and Creamy Beef Stroganoff, the Liquid Gold brand reminds you that with just a skillet and some ground beef, chicken or tuna, you can make a meal that will solder the family together. Velveeta Cheesy Skillets, featuring smooth and creamy Velveeta cheese sauce, are premium dinner kits that offer  delicious and easy dinnertime options to make your family smile.

Velveeta Cheesy Skillets are found in major retail stores nationwide at a suggested retail price of $2.99. Learn more about the full line of Velveeta products at or

*The survey was conducted by Kelton on behalf of Velveeta Cheesy Skillets among 1,042 Americans age 18 and over between June 4th and 10th, 2014 via email invitation and online survey.  Margin of error +/- 3 percent.

Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America's largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. The company's iconic brands include Kraft, Capri Sun, Jell-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Philadelphia, Planters and Velveeta. Kraft's 22,500 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor's 500 and the NASDAQ-100 indices.  For more information, visit and

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SOURCE Kraft Foods Group