With the Super Bowl approaching, dairy marketers are fine-tuning their pitches, offering cheese recipes that party hosts can serve during the "big game" in their free-standing inserts for the week beginning Jan. 20.

Kraft Foods' Velveeta cheese and ConAgra's Ro-tel canned diced tomatoes direct readers online to "find great party recipes," including a cheese dip using both products. The FSI is headlined "Games this big call for big queso taste."

In a separate FSI, Kraft demonstrates the three-step process to prepare "cheesy monkey bread" and shows a snack called "two-bite nacho cups." Packages of Parmesan, sharp cheddar, singles, FreshTake and Big Slice Colby Jack are shown.

Land O'Lakes headlines its FSI with "Be the Party's MVP" and showing a "pull apart party loaf" snack "made with America's favorite deli cheese." Readers are directed to a website for recipes. Facebook and Twitter icons are shown.

Land O'Lakes Kozy Shack division promotes its "rich creamy pudding made with only simple and wholesome ingredients."

In other dairy-related activity this week:

• Baileys nonalcoholic coffee creamers (processed by HP Hood) are promoted as an indulgence under the headline "treat yourself, only on days that end with Y."
• Dannon's Light & Fit Greek yogurt is said to "help satisfy your post-holiday cravings."