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04.06.2010
Velveeta Shells & Cheese 'Gets Together' With Rodney to Promote the Best Side of Dinner

Velveeta Shells & Cheese has teamed up with chart-topping, platinum-selling country music artist Rodney Atkins for a summer-long, crowd-pleasing partnership that will bring family and friends together over the best side of dinner – Velveeta Shells & Cheese.This is the first time Velveeta Shells & Cheese has partnered with a country music artist; it is also among the first national marketing sponsorships of this magnitude for Rodney Atkins.

At the center of the campaign is a new song by Rodney Atkins written exclusively for Velveeta Shells & Cheese entitled “Get Together.” The exclusive new song is featured in Velveeta Shells & Cheesetelevision advertising and will also be available as a free download for the first 100,000 fans starting in May. Also starting in May, fans can enter an essay contest for a chance to win the “Ultimate Get Together” – a private cookout and concert with Rodney Atkins for family and friends right in the winner’s backyard.

A custom Velveeta Shells & Cheese “Side Shack” will provide family entertainment at select Rodney Atkins summer concert tour stops. Through radio, in-store and on-site festival promotions within the concert tour markets, consumers can enter for a chance to win VIP entrance into the Side Shack, where they can perform virtually alongside Rodney on an interactive screen and enjoy some of the best views of Rodney’s festival concert. While there they’ll also have a chance to win autographed Rodney Atkins merchandise and CD’s;and enjoy a taste of the best side of dinner, Velveeta Shells & Cheese. A few lucky winners will also have the opportunity to participate in “meet & greets” with Rodney.

Velveeta Shells & Cheese to encourage folks to ‘get together’ and to enjoy some good food and good music this summer.”

Velveeta Shells & Cheese and we are thrilled to work with Rodney to engage consumers in such a fun and crowd-pleasing way,” said Greg Gallagher,Velveeta Shells & Cheese Brand Manager. “Summer is all about ‘getting together’ with family and friends, and we want to make sure that the best side of dinner, Velveeta Shells & Cheese, has a seat at the table.”

Visit www.velveeta.com/RodneyAtkins to listen to Rodney Atkins’ new single, “Get Together,” download recipe ideas and to experience the best side of dinner, Velveeta Shells & Cheese. 


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