In November 2021, VELVEETA unveiled its first rebrand in 20 years with a creative platform entitled La Dolce Velveeta (LDV). LDV is about stepping out in a confident, unapologetic way to show the world you’re living a life filled with outrageous pleasure. This was the first time the brand started to embrace the optimistic role that it plays in people’s lives vs. falling back on generic, often self-serving insights that simply reinforce product claims. In 2022, PR was tasked with bringing this platform to life by showing people how to live LDV and breaking through to consumers in a relevant, tangible way. Enter, The VELVEETA® Veltini, because what’s more outrageous than sipping a VELVEETA infused cocktail out of a cheesy garnished martini glass? Through this creation, we amplified the LDV lifestyle and engaged with media and consumers in an unexpected way that resonated, successfully furthering the platform and generating national

VELVEETA’s target audience is made up of Pleasure Seekers - consumers eager to live La Dolce Velveeta, which is all about stepping out in a confident way to show the world that you’re living a life filled with pleasure… like swapping a typical martini for the, cheesiest, most XXL delicious cocktail out there - The VELVEETA® Veltini. There was conversation in the media and on social that 2022 was the year of the martini and social media feeds were taken over with highly engaging food recipes that were intentionally over-the-top. PR understood a VELVEETA-infused martini was so outrageous, yet relevant, that press, influencers and consumers would talk about it. And it worked. We focused on bringing outrageous pleasure to the world in a way fans could really feel by taking VELVEETA to the bar scene with an indulgent summer sip available during golden hour at BLT Restaurants nationwide.

Our target audience for this campaign was made up of Pleasure Seekers [21-34 years old]. This audience is all about living a bold, unapologetic life filled with outrageous pleasure. The overarching key message VELVEETA shared through this campaign was that the brand is all about living “La Dolce Velveeta,” stepping out in a confident, unapologetic way to show the world that you’re living your biggest, most unrestrained life and always putting pleasure first. The VELVEETA® Veltini was a creation that allowed consumers to physically engage with the brand and experience the feeling of outrageous pleasure in a new and unexpected way. Through a strategic earned media and influencer relations approach, which included a preview tasting event, national product availability via Goldbelly, development of thoughtful and detailed press materials and beautiful visuals, along with diligent media relations outreach - PR successfully generated nationwide press coverage, internet buzz and consumer awareness.

PR turned this campaign around quickly and effectively. In less than four months, the national restaurant partner was secured, the recipe was created and approved by clients, press materials were developed, assets were shot and finalized, a tasting event was planned and executed and The VELVEETA® Veltini was introduced to the world, generating headlines and buzz across the nation. The cocktail was served in five BLT locations throughout the country and a DIY VELVEETA® Veltini kit was available via Goldbelly nationwide so fans could make it at home.

The VELVEETA® Veltini campaign was a success, generating buzz among consumers and garnering national attention across a wide range of media verticals including top lifestyle, food, and general news outlets [online, print, broadcast, social]. With a nimble budget of $50,000, 2.5% of total Ad Production spend, and no media spend, this work drove 2.3B earned media impressions (8.75x target) and had tremendous impact on culture with the vast majority of coverage conveying a positive tone and successfully highlighting key brand messages. The campaign generated 913 online, 1,883 broadcast, and 44 social placements, resulting in a total of 2,840 earned media placements throughout the initial launch period, with coverage continuing throughout the months following. The VELVEETA® Veltini Goldbelly kit that was available nationwide sold out in 24 hours, demonstrating the high demand from consumers to try the cocktail at home. The launch was featured in top online and broadcast outlets including Access Hollywood, CNN, BuzzFeed, E! News, Fast Company, Food & Wine, Late Night with Stephen Colbert, PEOPLE, The View, TODAY with Hoda & Jenna, among many others. This work earned 919K+ organic social impressions and saw great coverage across Instagram, Twitter, TikTok, and LinkedIn. The VELVEETA® Veltini was top trending news on LinkedIn weeks after the launch. This work drove 3K+ organic branded mentions across social with conversation continuing throughout 2022 – a sign this work had lasting impact on culture.