How Velveeta sidestepped the cheese wars to create a space in pop culture

Velveeta Cheese
Written by On Strategy Showcase

Matt Carpenter
General Manager
Quick Prep Meals
Kraft Heinz Company

Connect with Matt
LinkedIn / Kraft Heinz

Jonathan Deves
Strategy Director
Johannes Leonardo
New York

Connect to Jonathan
LinkedIn / Agency

 

La Dolce Velveeta presents the brand as an "unrestrained pleasure" by leveraging craveability and the attitudes of proud Velveeta lovers, claiming you don't have to be rich to live golden.

 
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