VELVEETA | La Dolce Velveeta

THE BACKGROUND
Velveeta was seen as an old, dusty, and outdated processed cheese brand. It was often seen as a bad indulgence that people often avoided.

THE CHALLENGE
Especially in a culture that had shifted toward natural and high quality cheeses, how do we get young people especially to desire Velveeta again?

THE “A-HA”
When we actually spoke to young fans of the brand, they have an DGAF (“don’t give a f***”) attitude about other people’s opinions that is centered on living a pleasure-first life rather than one regulated by what’s “correct” or “acceptable” — a lifestyle that’s heavily desired by young people.

THE INSIGHT
When you prioritize pleasure, you care about what you want more than others.

THE IDEA
”La Dolce Velveeta” — a platform all about celebrating a life of outrageous pleasure, all logic be damned. While I didn’t work on the launch of the campaign, I expanded that platform into the brand’s first big push into summer eating occasions.

Velveeta is a fairly seasonal brand, largely consumed in the winter but not the summer when light foods are desired. Our summer campaign (below) helped drive a 19% increase in household penetration year-over-year and 36% lift among heavy users.