jones knowles ritchie | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Momvertising Opps: Velveeta kicks off campaign to promote rebrand (Score 37)

Johannes Leonardo on the campaign. 

According to Pathmatics, Velveeta earned 1.3b impressions YTD through desktop display ads (39%), Twitter ads (15%), Facebook ads (15%), mobile display ads (14%), Instagram ads (10%) and desktop video ads (8%). It placed the majority (99%) of these ads site direct onto sites such as espn.com, facebook.com, twitter.com, instagram.com and youtube.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as espn.com, quizlet.com, itsthevibe.com, amazon.com and yahoo.com. It spent around $13.9m on digital display ads YTD, a huge jump from $4.4m spent in this channel during the same time period of 2020. Full-year spend jumped from $3.8m in 2019 to $8.4m in 2020.

Per iSpot, Velveeta spent around $8.7m on national TV ads YTD, a 38% increase from $6.3m spent in this channel during the same time period of 2020. Full-year spend jumped from $2m in 2019 to $9.9m in 2020. This year, it placed ads during programming such as "The Golden Girls," "Friday Night SmackDown," "Family Feud," "Reba" and "Law & Order: Special Victims Unit." 

Sellers-- It seems Velveeta mainly targets Gen-Xers and millennials with a female skew (moms). It allocates the majority of its ad dollars towards digital display and national TV ads. The brand began increasing spend in 2020, and has continued adding dollars towards both channels this year. It shows no sign of slowing down either, especially since it just launched a campaign to promote the new logo. Sellers should reach out to offer ad space. 

Agency & martech readers-- Our researchers are working on confirming whether or not the relationship with Jones Knowles Ritchie is project-based or permanent. Velveeta named Starcom Worldwide on media buying and planning.