Velveeta wants Gen Z to live an outrageous life of pleasure. I Krafted a campaign to bring cheesy indulgence to NYC’s restaurant scene.
The Ask: Generate conversation about Velveeta through PR and earned media
The Insight: People say Velveeta is “not good enough” for restaurants. In fact, less than 1% of US restaurants serve Velveeta on their menu.
The Strategy: Show Americans that Velveeta is more than just mac & cheese. It’s delicious, versatile, and can even be sophisticated.
Velveeta x Bad Roman
Bad Roman is a playful, maximalist Italian restaurant looking over New York City’s Central Park.
Velveeta, in collaboration with executive chef Nick Gaube and chef de cuisine, Fernando Myers, will takeover their menu for a limited time this winter.
The restaurant industry is in the limelight. From the rise of foodie-focussed influencers to everyone’s obsession watching Jeremy Allen White in The Bear, people are talking about where they’re eating and what.
We want to tap into the conversation and get Velveeta’s name featured on the menus of top restaurants around the country.
In addition to social media posts on Velveeta’s and Bad Roman’s accounts, wild postings around NYC will announce the collaboration.
Potential Press
It’s easy to imagine playful food-forward publications like The Infatuation and Eater writing a story about the Melt the Rules Challenge, as well as TikTok and Instagram posts from influencers documenting their Velveeta x Bad Roman experience.
