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

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

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.

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

CLIOS Bronze / Special Report: Marketers of the Year / Creativity Awards - Best Rebrand

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

15s moments of decadence and GIFs galore!

Bold OOH

Realising I looked like Velveeta by the time LDV launched 😂…

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 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?

Role: Creative Director, Johannes Leonardo

Director & Photographer: Harmony Korine, MJZ

Photographer for Pinkies Out Polish: Blaise Cepis, DMB.