La Dolce Velveeta - Campaign Series

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A campaign series, developed for the Young Ones competition.

The proposed concepts aim to position Velveeta Cheese as a versatile and delightful addition to diverse lifestyle moments. By strategically aligning with thrills, luxury, and pleasure, the campaigns seek to captivate the target audience's imagination and elevate their perception of Velveeta Cheese beyond a culinary staple to a symbol of enjoyment and sophistication.

The original three concepts aligned as the following:

- Thrills and Fun: Excitement, adventure, and the joy of shared experiences.

- Luxury and Relaxation: Elegance, sophistication, and the pleasure of savoring gourmet delights.

- Pleasure and Eroticism: Sensuality, passion, and the indulgence of the senses through Velveeta Cheese.

Target Audience: 18-35, older GenZ and younger Millennials. Pleasure seekers; people who enjoy life and its finer things.

Objective: To promote Velveeta Cheese as a versatile and enjoyable culinary experience by highlighting its adaptability to various lifestyles as well as bringing a bit of Humor that will appeal to the audience...

The concept that was decided on was pleasure and Eroticism.

What better than Rococo to represent and embody the combination of sensuality, passion, elegance, and indulgence? Adding a bit of humor as well, by incorporating velveeta directly into these classic and timeless paintings.

Imagery inspo.

Previous Velveeta Campaigns that were referenced.

Instagram story sponsored ad, Swing into a kick of flavor.

Pleasure, love, flirtation

"Ignite Your Senses with Velveeta's Flavorful Passion."

Ultimately, the American Gothic painting was also included. As a campaign, we felt that the paintings pulled needed to be recognizable, even by those not specifically into art.