OK, so maybe a shortage of Velveeta cheese doesn’t send most people into a panic. But, for those of us who grew up on the gooey, artificial deliciousness of this “cheese”, and remain fans to this day, we need to know the latest information on this breaking news story.

The Velveeta marketing team has ingeniously succeeded in leveraging the marketing buzz (I know, I hate myself for using that phrase, too, you feel free)surrounding this event (or rather, non-event). The news was announced via traditional media outlets and the hashtag #Cheesepocalypse soon took over Twitter.

This type of response by a corporate marketing entity rarely succeeds in striking a nerve with the general public. However, in this case, Velveeta has smartly combined multiple marketing channels and different technologies to create, all in all, a rather simple website. Which is why it’s so effective.

Half-parody, half-actual information, Cheespocalypse.org (also, how amazing is that URL? I’m jealous) gives consumer real-time information on the “threat level” of the Velveeta shortage. It works because it’s not an actual serious problem. If Gerber announced a shortage in baby formula, for example, that would be no laughing matter. That would require a swift and serious crisis communications strategy and response.

But Velveeta is, in itself, the punchline for the joke. And it’s good to see a company who understands that. Most corporations will not allow their products to be talked about in any way less than reverential.

So, in this case, Velveeta isn’t a serious product. The shortage is not an actual problem. So why not have a little fun? And if the brand gets some good press (and sales) out of it, I say ‘job well done’! Now, pass the Ro-Tel dip.