Johannes Leonardo Brings in Andreas Nilsson to Direct Campaign Highlighting How to Live La Dolce Velveeta

In 2021, America was reintroduced to Velveeta by way of its first-ever dramatic rebrand in over 100 years. The brand was reestablished not only as a product, but as a lifestyle centred around enjoying life’s greatest pleasures: La Dolce Velveeta (LDV). LDV embraces what the brand really stands for, unapologetic, big, bold, supremely creamy, and relentlessly original. With the new creative platform, the brand stepped out in a more confident, unapologetic, way honouring what made the brand iconic in the first place: the pure pleasure you feel when you eat the irresistible, unbeatable creamy taste and iconic drip that only Velveeta can deliver.

In 2022, the brand set out to give fans real life examples of how to live LDV and that came to life through Velveeta Pinkies Out nail polish, Velveeta Veltini and the Velveeta Foodie Call—but this year it’s all about the attitude behind the lifestyle and that’s exactly what the newest campaign for La Dolce Velveeta does. To share the latest evolution of La Dolce Velveeta, the brand and Johannes Leonardo brought in Andreas Nilsson to direct the campaign that features three characters enjoying Velveeta when and however they please.

“Simplicity was the key here. It’s not even cool to talk about “cool” so we focused on showing it in very reductive ways that centred on just cheese and attitude. And Andreas was the perfect choice to bring that story to life” noted JL creative lead, Andrew Chin.

Starting today, the 3x longform films with cutdowns will be running across TV, OLV and social. There will also be high visibility placements at launch in Times Square and on the Las Vegas Strip.

The team at Kraft Heinz said: “Velveeta has had a major transformation over the last few years and we are only just beginning,” said Kelsey Rice, senior brand manager for Velveeta. “We’ve created ways for our fans to live LDV IRL (hello, Pinkies Out nail polish and the Veltini) and are now excited to evolve our LDV campaign to show the big mood food attitude only Velveeta can unlock. Velveeta is more than delicious, cheesy goodness. We see it as a ticket to living a life filled with outrageous pleasure.”

The team at Johannes Leonardo said: “Velveeta people are different,” said JL creative lead Lannie Hartley. “They don’t care what people think about what they enjoy. They just… enjoy it. There’s an inherent confidence there that’s worth acknowledging. So this year was all about shining a light on that signature bit of attitude and cool that embodies those who live La Dolce Velveeta.”