Redundant Adjective.

This morning I looked at an ad for Dennys Restaurants hamburgers, which mentioned "melty cheeses."  I've  seen that combination in other ads.  It seems a bit odd to me, as I'm pretty sure all cheeses melt, especially when you put them on top of a hamburger fresh off the grill.  I suppose if you used a thick enough hunk of cheese it might not melt much.