That’s La Dolce Velveeta

Kraft Heinz Velveeta Rebrand

Our insight came from social listening where we discovered outrageous ways fans were eating their Velveeta.

This inspired us to create a lifestyle brand for these pleasure opportunists. Kings and Queens of their own domain who use any moment as an excuse to enjoy themselves and live like the royalty they know themselves to be!

Each vignette of living La Dolce Velveeta was both aspirational and essentially an inspirational product demo. This exicitng rebrand lived 360: packaging design, cinema, broadcast, OLV, OOH & DOOH, banners and print .

The print featured in Vogue here is probably one of my favourite as we got a lowbrow national gem into a highbrow publication, demonstrating just how attainable living the good life can be.

It’s more than a way to eat, it’s a way of life.

Creativity Awards - Best Rebrand / Shots / Adweek / Adage Top 5 / Muse By Clio / Cindy Gallop “Love it to death!”

Vogue Magazine

We went where Velveeta had never gone before: an outrageous triple-page spread in Vogue, disguised as a fashion drop.

On each of the spreads we included easter egg copy reminiscent of the fashion tags in magazines, with our own La Dolce Velveeta twist.

Bitesize Content

15s moments of decadence and GIFs galore!

Bold OOH

And then some…

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Pinkies Out Polish Activation

La Dolce Velveeta is the platform that keeps on giving. We sold this to Velveeta while the rebrand was launching, together with our client I consulted on the development of the product with Nails Inc.

The platform has offered both JL and partner agencies a platform to continue go wild with. From Velveeta Martinis to Velveeta Foodie Calls, I’m thrilled to see the platform is living on.