In its pursoot to promote a new line of product,

In its pursoot to promote a new line of product, Kraft has unveiled this promotional video. It is releasing a just-add-meat line of macaroni. The line will be called Velveeta Cheesy Skillets aims to be a step up from its iconic Mac and Cheese formula.

Adam Grablick, the brand manager for the Velveeta convenient meals division, said the new ads, and the Cheesy Skillets line itself, would resonate with consumers who wanted simplicity but had misgivings about meals that were too simple.

“Our consumer doesn’t want to be slaving away in the kitchen, but she may not feel great about just pulling something out of the freezer and putting it in the microwave,” Mr. Grablick said. “She wants the meal to be hands-on, and for the meal to come from her hands and her heart.”

This ad has been created by the same marketing agency that had previously made the very popular Old Spice commercials. It is not so surprising.