Velveeta is a billion dollar brand that was in decline for the better part of the last decade. Selling both Mac & Cheese and Cheese “Loaf” (an ingredient in American dishes like queso dip & casseroles), the brand was seen as processed, bright-orange, fake cheese of a bygone era. So it started apologizing for what it was, falling back on functional messaging with little differentiation to the category. People walked away from Velveeta as a result, choosing more premium cheese options and swapping our cheese interchangeably with store-brand offerings.

But there was a silver lining: during Covid we saw new, younger, more diverse customers trying Velveeta for the first time. To win back customers and cement Velveeta’s future, we needed to recapture the brand’s outrageous DNA.

From that strategy La Dolce Velveeta was born. More than advertising, it was a mission to help people experience outrageous pleasure as a way of life.

We took cheese where it didn’t belong, designing new forms of pleasure in Gen Z lifestyle subcultures - nails & beauty, nightlife, and even the hookup scene.

First, we launched a cheese-scented nail polish in Velveeta’s bold iconic color. It was created to be worn ‘Pinkies Out’ - a way of expressing yourself as someone who lives pleasure first, fork to fingertips.

Next, we brought our pleasure drip to the nightlife scene with an over-the-top Velveeta “Veltini” cocktail with Velveeta cheese as the star ingredient available at restaurants and Goldbelly.com.

Then, we hijacked hookups. Velveeta created the world’s first booty call food delivery service “Foodie Call” - allowing people to text the brand and their booty call to order late night pleasure-food when nothing