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Kraft Launches Big Push For Velveeta Shells & Cheese

Country singer Rodney Atkins touts one of the benefits of Velveeta Shells & Cheese -- "the more we get, the more we get together" -- in a tune he wrote for a new "Best Side of Dinner" TV spot for the shelf-stable "dessert of the dinner plate," which is how Kraft says consumers often think of macaroni and cheese.

Research determined that Velveeta Shells & Cheese consumers value family and tradition, Elaine Wong reports. Though "time-stressed," mom is "trying to put these balanced meals on the table that she knows she can feel good about and that the whole family will love," brand manager Greg Gallagher tells her.

A print ad for the new campaign gets the message across in a slightly different way: "Makes peace between chicken and green beans, and green beans and six year olds," the copy reads.

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