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 www.whatmyskilletisfor.com 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.
To turn sustainability into profitability, companies need to make major transformations, not minor moves, says Freya Williams, author of 'Green Giants: How Smart Companies Turn Sustainability into Billion-Dollar Businesses.'