Velveeta
"La Dolce Velveeta: SpeakCheesy"
// Branded Elements, Video Content, Social Media, Branded Experience, Out of Home
It’s been said that Velveeta is too cheesy, too golden, too, dare we say, decadent. People have been enjoying Velveeta's rich, warm goodness behind closed doors, ashamed of what the neighbors might think for too long. There is one other instance of this happening in history. Men and women celebrated indulgence with passwords and behind hidden walls, toasting to life in silence in America’s speakeasies; And to that we say, no more! Welcome to Velveeta’s SpeakCheesy. One cheesy pick-up line gets you in the door to this crème de la cheese event. Inside you will experience velvety, irresistible, melt in your mouth options ranging from Veltinis to Velvetacos.
// Art Director, Designer, Copywriter

Velveeta SpeakCheesy Case Study Video


Phase One: Tiktok Rollout
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The SpeakCheesy campaign begins with a Tiktok, hinting at what's to come with the final event. The post is minimalist but drums up buzz and curiosity about the surrounding experiential portion of the campaign.
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Phase Two: Instagram Reel
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The Instagram Reel displays luxurious calling cards that speak towards the larger "La Dolce Velveeta" Campaign. These scenes allude more clearly to the experiential portion of the campaign, and highlights living in cheesy excess.
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Phase Three: Instagram Stories
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These stories are hints at what city the cheesy event will pop up in, as week by week the SpeakCheesy moves to new spaces, leaving bigger and better hints in its wake as the week goes on to make sure everyone can get the chance to cheesy excess.
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Instagram Posts
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These Instagram posts pair with the stories as the pickup lines are imperative to entering the golden dripped out doorways. This keeps the event somewhat exclusive and requires a bit more sleuthing.
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Phase Four: Out of Home Billboards
These billboards and print ads appear as you get closer to the location of the SpeakCheesy. To make sure your cheese is hot and not cold, Velveeta gives a few hints on the way to let you know you're on the right path, or maybe you need to turn around.
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Location Tagging
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Utilizing Instagram geotracking capabilities, users will be notified if they're within close proximity to the SpeakCheesy to incite curiosity and exploration to find the ever-secret club hidden in the inner alleys of the city.
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Phase Five: Welcome to the Velveeta SpeakCheesy
Once gaining entry, the vibe shifts to a groovy, yet upscale 1920s feel. The menu is filled with an assortment of cheesy snacks and drinks, while every napkin acts as a keepsake for the experience, also featuring a recipe to utilize your newfound cheesy craving.
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