W+K warns of "liquid gold diggers" in Velveeta twist

02/26/2013 | MediaPost Communications

Wieden+Kennedy's latest work for Kraft Food Group's Velveeta takes an "edgier" tone in addressing modern moms, writes Karlene Lukovitz. Spots invent a category of men called "liquid gold diggers" who will suck up to women just for their Velveeta dishes. The "liquid gold" tagline is playing off a theme the agency invented last year for Velveeta Shells & Cheese and Cheesy Skillets.

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