Velveeta Isn't a Cheese Brand, It's a Lifestyle Brand With Celebrity Clout

The Kraft brand is on an unconventional journey with Johannes Leonardo to woo young consumers

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When actress Julia Fox appeared at a New York Knicks game on March 31 flaunting a golden-hued dye job by Velveeta, many people assumed it was another bizarre April Fools’ joke from a brand.

Fox’s unique look attracted paparazzi, generated online buzz and made headlines in entertainment press such as People and E!—the kind of attention that would be any marketer’s dream.

But this was no prank. As Stephanie Vance, Velveeta’s brand manager, told ADWEEK: “We don’t joke about pleasure.” 

Velveeta’s collaboration with Fox was the latest in a series of offbeat marketing stunts as part of its “La Dolce Velveeta” platform, which debuted in November 2021.



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