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Velveeta
From Food To Mood: How Velveeta Won a New Generation

RAN IN: United States

CLIENT
Velveeta

Jessica Vultaggio, Vice President of Marketing & Head of The Kitchen
Nina Patel, VP, Head of NA Brand Communications, Kraft Heinz
Anne Field, Head of NA Brand Communications, Oscar Mayer, Velveeta, Philadelphia
Kelsey Rice, Senior Brand Manager, Kraft Heinz
Jenna Thornton, Director, US Communications & Public Relations- Kraft Heinz
Kate Mitchell, Manager, NA Brand PR & Media Relations- Kraft Heinz
Megumi Takahashi, Associate Manager, Culinary

AGENCY
Johannes Leonardo *Lead Agency

Jan Jacobs, Co-Founder & Creative Chairman
Jeph Burton, Group Creative Director
Hunter Hampton, Group Creative Director
Zoe Kessler, Group Creative Director
Lannie Hartley, Creative Lead
Andrew Chin, Creative Lead
Emily Garvey, Group Strategy Director
Jonathan Deves, Strategy Director
Casey Donahue, Associate Director of Communications Strategy
Jack Beck, Account Director
Julia Neuman, Chief Creative Officer
Jono Flannery, Creative Director
Laura Osborne, Creative Director
Zoe Myers, Copywriter
Matt Barton, Art Director
Steve Zaroff, Chief Strategy Officer
Emily Wilcox, Managing Director
Kiana Grant, Account Supervisor
Allie Graham, Account Supervisor
Brett Fisher, Group Executive Producer
Kelly Treadway, Senior Producer
Rose Mahan, Senior Producer
Kelly Appleton, Producer
Alesa Blanchard-Nelson, Business Affairs
Helen Ratner, Senior Designer
Isobel Connelly, Designer
Nana-Saa Kessie, Public Relations Associate


Starcom United States


Alison Brod Marketing + Communications


Jones Knowles Ritchie


VMLY&R (United States)


SUMMARY

After a century on shelf, Velveeta’s brand power had faded. Private label pricing and new better-for-you brands made it harder than ever to sustain sales and relevance. Velveeta needed a breakthrough creative approach to find fresh cultural currency and get cash registers ringing. By moving the brand from nostalgic food to bold mood, positioning Velveeta as an outrageous pleasure lifestyle, we attracted a new generation of customers, boosted category dollar share and created waves of impact in youth subcultures like beauty, fashion and nightlife.

CASE VIDEO


Language: English