As part of a campaign to reframe Kraft Velveeta Shells and Cheese as a side dish for the whole family rather than just a meal for kids, we partnered with a country music star and worked with him to release an original song that hit on our strategy. Thanks to some green screen, a pop-up experience at his concerts allowed fans to create a video of themselves singing that song with him on stage. It wasn’t long before fans were sharing those videos on social media.