a couple of local traditions...
there is a song called "I built my house of cheese"

and Herb Caen, a columnist for the San Francisco Chronicle
noticed Velveeta in a deli case in Chico and mentioned in in
his column.

http://www.lonelyplanet.com/thorntree/message.jspa?messageID=14488738

we even once had bumper stickers that looked like velveeta boxes
yellow with an oval that said CHEEKO

http://www.squidoo.com/velveetainfo

and not necessarity objective:

http://brands.kraftfoods.com/Velveeta/velvMainLoaf.htm

although i have heard it is a great snack dip mixed with salsa and nuked