Launching our La Dolce Velveeta rebrand in 2021, we showed the world what it looked like to live purely for pleasure. This year, we needed to follow up with a set of films that delved deeper into the world and attitude of our lifestyle brand. So, taking inspiration from the fans who unabashedly love Velveeta, we created glimpses into the kinds of lives and moments that define our heroes and what it means to live La Dolce Velveeta, showing simple and single unexplained moments of greatness that make complete sense once you see “That’s La Dolce Velveeta.”

In choosing the perfect music for our film, we opted not to look for music that felt like the soundtrack to our spot, but instead felt like the soundtrack happening inside the protagonist’s head—summing up the mood rather than the story. It was important to pick a track that felt slightly incongruous with the film itself. The melodic instrumentals and ethereal vocals work to create a sense of calm serenity that almost feels like an internal soundtrack for our driver as he pauses to simply take a delicious bite of Velveeta. The music along with the golden hour lighting and golden bite of queso make this small moment feel like heaven on earth.

In 2021 we launched La Dolce Velveeta. This new campaign earned the brand massive success, helping sustain market share and leading to a dollar sales lift of +13% versus the prior year (average weekly sales +6% versus the prior year). Our new work just launched this Spring with the goal of continuing to differentiate our brand from private label and rallying fans who aspire to live by the La Dolce Velveeta ethos.