That’s La Dolce Velveeta

Our insight for the rebrand of Velveeta came from social listening, where we discovered the truly outrageous ways fans were already eating their Velveeta. This inspired us to create a lifestyle brand for pleasure opportunists.

The rebrand was a 360 campaign including: a packaging revamp with JKR , national OOH and DOOH, display banners and social content, OLV videos and TVC broadcast, Cinema and magazine spreads.

Role: Creative Director - Johannes Leonardo, New York

Cindy Gallop “Love it to death!” / Shots / Adweek / Adage Top 5 / Muse By Clio

Cannes Lion Shortlist x2 | Effie Silver | CLIOS Bronze Award & Shortlist

Creativity Awards - Best Rebrand | Special Report: Marketers of the Year

Vogue Magazine

We went where Velveeta had never gone before: an outrageous triple-page spread in Vogue, disguised as a fashion drop. Each of the spreads included easter egg copy reminiscent of the fashion tags in magazines, with our own La Dolce Velveeta twist.