Velveeta – The Pantry’s Most Wanted
Velveeta breaks every cheese law, making it The Pantry’s Most Wanted.
At the SF Cheese Festival, Velveeta crashes the world of “real” cheese with a Wild West activation, opening an outlaw saloon and spreading wanted posters to embrace its rule-breaking identity.
ACTIVATION
We’ll start teasing The Velvet Saloon in grocery store cheese aisles, placing wanted posters among traditional cheeses to hint at an outlaw on the loose.
Then, at the SF Cheese Festival, Velveeta launches a guerrilla takeover, slipping branded napkins into tastings that lead guests straight to the saloon.
When consumers follow the trail, they’re led across the street to The Velvet Saloon, where Velveeta’s outlaw identity comes to life.
On X, Velveeta asks users to drop their worst cheese crimes. The guiltiest get turned into wanted posters, making them outlaws alongside Velveeta.
SOCIAL
Copywriter: Sam Khan // Art Director: Maddie Green