Instead of focusing on the product alone, the platform often ventures outside the realm of food to promote an “attitude and a mindset” of unapologetic pleasure-seeking, Vance explained.
Since introducing the concept with a series of vignettes of people living their best lives, the messaging has grown increasingly bolder and more confident. Like other advertisers that have stepped outside their categories to mimic lifestyle brands—from Lucky Charms to Magnum ice cream to Barbie—Velveeta’s marketing is more akin to luxury or fashion communications. Food snobs may turn their noses up at a block of Velveeta, but its stunts have often punched above that image.
There was the Velveeta-scented nail polish, infused martini and the “Foodie Call,” which invited people to rethink their late-night booty calls by ordering cheesy snacks. Last year, its luscious films paid homage to Fellini, spotlighting a cast of unusual characters who live life on their own terms.
This year, Johannes Leonardo took it further, asking: What’s one of the boldest statements a person can make? It’s often their hairstyle.
Penetrating culture
“La Dolce Velveeta” hadn’t worked with a celebrity before. But Fox embodied everything that Velveeta was trying to convey.
“She’s known as this icon of doing what she wants,” said Vance. She’s also “the queen of self-expression and resonates with a younger audience,” Hess added.
The hair dye that Fox wore was custom made to match Velveeta’s specific yellow shade. “It was not an easy task,” Hess recalled.
Crucially, the look that Velveeta developed with Fox “had to be authentic to her,” Vance said. As a brand venturing outside its core category, it would have been easy to come across as cringeworthy.
