Velveeta Brand Activation
Velveeta cheese is known for being a part of many childhood homes. However, sales began sliding with the new generation of consumers (Gen Z). In 2021, the brand re-introduced itself with a new campaign and branding: La Dolce Velveeta.
Rooted in the consumer insight that Gen Z sees pleasure as a way of life, Velveeta now shows up as a lifestyle brand, making outrageous, cheesy pleasure a way of life. This spec-brand activation takes the experience straight to the target audience: college campuses.
Collaboration with Grace Franklin, Nate Slutzky, & Abigail Cane
Students are greeted at their college game with the glorious golden arch of La Dolce Tailgate.
A gigantic block of cheese that details the 100+ year history of Velveeta.
The Velveeta food truck that serves a variety of cheesy foods, including chili-cheese dogs, cheeseburgers, grilled cheese sandwiches, chips & queso, etc.