In early 2024, I worked with a small team from my ad school to develop a campaign for Velveeta.
We were tasked with creating a campaign that encourages Gen Z to live a life of outrageous cheesy pleasure—but not in a hedonistic way, of course.
Here’s what we came up with:
THE NEW AMERICAN CREAM
A house in the suburbs with a white picket fence—that’s the American dream for most people.
But not for Gen Z.
For them, being happy is more important than owning fancy things. And we couldn’t agree more.
Our delicious products are accessible to everyone. Because we believe everyone deserves to pursue happiness, no matter what they own.
And from where we’re sitting, happiness tastes a lot like cheese.
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