Rodney Atkins Gets Cheesy

Velveeta Shells & Cheese has teamed up with Rodney Atkins to sponsor his upcoming summer tour. At the center of the campaign is a new song by Atkins, “Get Together,” that is featured in Velveeta’s TV ads and will also be available as a free download for the first 100,000 fans starting in May. Also starting in May, fans can enter an essay contest for a chance to win the “Ultimate Get Together” – a private cookout and concert with Atkins for family and friends in the winner’s backyard. A custom Velveeta Shells & Cheese “Side Shack” will provide entertainment at select concert stops. Consumers can enter for a chance to win VIP entrance into the Side Shack, where they can perform virtually alongside Atkins on an interactive screen. They’ll also have a chance to win autographed Atkins merchandise and CD’s. A few lucky winners will also have the opportunity to participate in “meet & greets” with Atkins. More details will be announced in May.