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; for the Kings and Queens of their own domain, who use any moment as an excuse to enjoy themselves.

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

Role: Creative Director, Johannes Leonardo

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.

Bitesize Content

15 second moments of decadence and GIFs galore!

Each portrait of living La Dolce Velveeta presents an aspirational lifestyle, with an appropriately unapologetic product demo at the heart of it.

Bold OOH

Director & Photographer: Harmony Korine, MJZ

By the time La Dolce Velveeta launched I looked the vibe 🤭…

Pinkies Out Polish - Brand 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.

It’s what I call an idea-that-keeps-on-giving, the La Dolce Velveeta platform has offered both JL and partner agencies a platform to continue go wild with. From a 2.0 campaign with Andreas Nilsson to living the golden life with Julia Fox. I’m thrilled to see the platform is living on.

The Drum / Adweek / The Sun UK Edition / Want some?

Photographer for Pinkies Out Polish: Blaise Cepis, DMB.