CLIENT: VELVEETA
DELIVERABLE: 360 CAMPAIGN
ROLE: DESIGNER
DATE: 24-03-14

Generate conversation about our brand through PR and earned media, resulting in consumers noticing us, talking about us, and falling in love with us.

BACKGROUND:

Velveeta is a brand name for a processed cheese similar to American cheese. It was invented in 1918 by Emil Frey (1867-1951) of the Monroe Cheese Company in Monroe, New York. In 1923, The Velveeta Cheese Company was incorporated as a separate company. In 1925, it advertised two varieties, Swiss and American. The firm was purchased by Kraft Foods Inc. in 1927.Velveeta has been on a transformational journey. At 100+ years old, the cheese brand – whose name was derived from the word “velvet” for its creamy cheesy pleasure-filled experience – was seen as outdated and carried a lot of baggage (“why is it shelf stable?” “why is it orange/yellow?” “it’s processed foods”). The billion-dollar brand had been on a steep, downward trending sales decline.

THE CHALLENGE:

Our goal is to generate conversation about our brand through PR and earned media, resulting in consumers noticing us, talking about us, and falling in love with us. It can be a brand activation or a very clever use of a media. Something that gets people’s attention and makes them think, “that’s so clever,” or “I need to join them in that.”

SOLUTION:
RESEARCH:

We found out that people talk a lot about how Velveeta isn’t real cheese, but instead “plasic” and “fake”. We decided to talk directly to these conspiracy people. We did a lot of research into the origins of the V hand sign.

INSIGHT:

You can’t reason,
with the unreasonable

DEFINITION OF DIRECTION:

The worlds

longest running influencer campaign

of

all time.

DELIVERABLES:
  • Case video
  • SoMe posts
  • OOH
NOTES:
  • We wanted to speak to conspiracy theorists in a fun way
  • The conspiracy board was a must
  • The "Say Cheese" gotta be there
  • The drippy logo reveal was something I instantly thought I wanted to include
  • There are many versions of the V sign, The V for Victory, the V for Peace, the V in gang signs, the brittish V for F*** off. We wanted to include all of them.
TEAM: