The campaign will air across TV and social media, alongside placements in Times Square and the Las Vegas Strip.

“Velveeta people are different,” said creative lead at Johannes Leonardo, 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. This year was all about shining a light on that signature bit of attitude and cool that embodies those who live La Dolce Velveeta.”

CREDITS

Client: Kraft Heinz
VP, Head of Strategy and Development: Jessica Vultaggio
VP, Head of NA Brand Communications: Nina Patel
Head of North American Brand Comms – Oscar Mayer, Philadelphia, Velveeta, Kraft Singles, Just Crack An Egg: Anne Field
Director of External Communications & PR, North American Brands: Jenna Thornton
Senior Brand Manager, Brand Comms: Kelsey Rice
Manager, NA Brand PR & Media Relations: Kate Mitchell
Agency: Johannes Leonardo
Founders: Jan Jacobs, Leo Premutico
Chief Creative Officer: Julia Neumann
Creative Director: Mathew Jerrett
Creative Leads: Andrew Chin, Lannie Hartley
Group Strategy Director: Emily Garvey
Communications Strategy Director: Annie Yuan
Senior Communications Strategist: Cameren Moncrieffe
Strategist: Andrew Grant
Integrated Business Lead: Connor Keeshan
Account Director: Jack Beck
Account Supervisor: Allie Graham
Group Executive Producer: Brett Fisher
Senior Producer, Film: Jake Herman
Director, Business Affairs: Alesa Blanchard-Nelson
Senior Business Affairs Manager: Joe Bringuier
Senior Project Manager: Graziella Bullaro
Public Relations Associate: Nana-Saa Kessie
PR Agency: Alison Brod Marketing & Communications
Executive Vice President: Brooke Scher Mogan
Vice President: Adrianna Lauricella
Account Director: Erika Berg
Account Supervisor: Sarah Pressler
Account Executive: Whitney Woodard
Junior Account Executive: Jessica Fineman