Kraft partnered with marketing firm House Party, Inc. to make sure Velveeta will be on the menu at Super Bowl gatherings. In a promotion publicized online, Kraft and House Party attracted more than 15,000 applicants to host parties featuring treats made with Velveeta. A reported 2,500 were selected to receive a "party pack" containing the cheese product and assorted ingredients for dip, recipes and serving accessories.

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