Launching our La Dolce Velveeta rebrand in 2021, we showed the world what it looked like to live purely for pleasure. This year, we needed to follow up with a set of films that delved deeper into the world and attitude of our lifestyle brand. So, taking inspiration from the fans who unabashedly love Velveeta, we created glimpses into the kinds of lives and moments that define our heroes and what it means to live La Dolce Velveeta, showing simple and single unexplained moments of greatness that make complete sense once you see “That’s La Dolce Velveeta.”

In choosing the perfect music for our film, we opted not to look for music that felt like the soundtrack to our spot, but instead felt like the soundtrack happening inside the protagonist’s head—summing up the mood rather than the story. This track felt like it was made for our hero character in this film. “Standing on the banks, looking out across the sea, I saw a distant land and it called…it called to me, saying you’re the best I ever had” speaks so perfectly to the allure and confidence our protagonist portrays as she stands definitely in a crowd, enjoying Velveeta. “The land” the song mentions even feels like a reference to La Dolce Velveeta. In fact, we loved the song so much we played it on set to help our actor get into character and once it played, her entire demeanor transformed into the statuesque goddess on screen.

In 2021 we launched La Dolce Velveeta. This new campaign earned the brand massive success, helping sustain market share and leading to a dollar sales lift of +13% versus the prior year (average weekly sales +6% versus the prior year). Our new work just launched this Spring with the goal of continuing to differentiate our brand from private label and rallying fans who aspire to live by the La Dolce Velveeta ethos.