It’s more than a way to eat,

it’s a way of life.

That’s la dolce velveeta.

How do you hit reset on a 103-year-old product? You hone in on one indisputable, decades-spanning truth:

Velveeta lovers don’t give a fork.

They don’t think about ways to earn pleasure—they know they deserve to bask in it each and every day. No rules, no judgments. Just a good time all day every day. They don’t seek out a mild meal or snack…they go all in. With that in mind, we didn’t uncover an idea, but a very simple and big truth: Velveeta is so much more than just a food—it’s an ethos. It’s a flag that proudly emboldens people to live their way with one simple rule to guide them: follow your pleasure above everything else.

So we made a campaign about pleasure opportunists: the kinds of people who know there is no difference between a Monday morning and a Friday afternoon—because they’re all just opportunities to enjoy the day. We wanted to shine a light on this very particular slice of the good life that’s often overlooked, but easy to enjoy once you unlock it.

The result is a campaign that celebrates those who enjoy themselves exactly how they want to. Rules be damned. It’s a lifestyle that, like the product inspiring it, is outrageously decadent and oh-so-attainable.

It’s more than a food, it’s a way of life. That’s La Dolce Velveeta.

To help cement our new ethos in culture, we ran print in the ultimate lifestyle magazine. A triple-page spread in Vogue disguised, as the next fashion drop. Each image leant into our attitude and was drenched in attainable decadence.

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

Gifs, lots of gifs.