La Dolce Velveeta Advertising Campaign

This project was created using creative briefs from the student competition Young Ones. The mode of advertising, in this case print advertising, was guided in part by the creative brief and also by my solution to the brief. The challenge posed by Velveeta was to “help encourage Gen Z to unapologetically live their life in outrageous pleasure with Velveeta as their pleasure wingman.” Velveeta, a billion dollar brand, has been on a steep, downward trending sales decline as popular trends and media have moved towards organic, natural, and healthy eating. In 2021 the brand re-introduced itself with a new campaign, “La Dolce Velveeta”, aimed specifically towards Gen Z. Consumer insight says that Gen Z sees pleasure as a way of life and what food is more pleasurable than Mac and cheese? La Dolce Velveeta is centered around the idea that cheesy pleasure is a way of life.

This advertising campaign takes the idea that “cheesy pleasure is a way of life” one step further. Through a series of three posters displayed around cities, we emphasize the idea that cheesy goodness is humanities greatest achievement. Using some of the world’s most well known and greatest innovations or achievements, we emphasize a world where confident, pleasurable, enviable swagger stems from the ability to unabashedly indulge in cheese. The first man on the moon, the first woman pilot to fly solo across the Atlantic, and the inventor of the computer all were wingman-ed by the greatness that is Velveeta Cheese.