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Group745
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Group745
Creative in association withGear Seven
Group745

VELVEETA Writes Cheesy Social Distancing 'Instanovellas'

14/04/2020
Advertising Agency
New York, USA
191
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Teaming up with VMLY&R, the novellas can be found on its Instagram page

As the majority of the world is working from home right now, everyone is looking for a little levity, a little reassurance and joy from brands. Nielsen has also predicted a 60% increase in screen time. VELVEETA, a Kraft Heinz brand, saw this as a chance to leverage the brand’s magnetic personality, providing a little entertainment and a lighthearted sense of community, all while continuing to encourage everyone to stay home. 

VELVEETA ‘Romance Instanovellas’ are deliciously salacious tales published to the brand’s Instagram story that provide a humorously indulgent way to spend your time indoors. Things really heat up with titles like, ‘A Heart Melts In The Heartland’ and ‘Love Cooks In A Sleepless City’. The brand is encouraging customers to find a cosy spot on the couch and curl up with the first ‘cheesy’ novella which can be found in the highlights section of the brand’s Instagram account. New titles will be coming out twice weekly.

VMLY&R is behind the work as the social media agency of record for Kraft Heinz. 

“With all of us doing our part to stay at home, we’re constantly looking for ways to inject a little levity and community into this new normal,” said Aaron Evanson, executive creative director, VMLY&R. “Much like a cheesy romance novel, VELVEETA provides familiar comfort and joy. It’s clear everyone is looking for a lot of both right now. So, we saw a place for the brand to step in and create a sense of togetherness. When we all read something together, we can all feel together; even though we’ve got be apart right now.”

“As we’re all adjusting to life at home, we could use a little laughter to brighten our days. VELVEETA has always been a source of escape because of its one-of-a-kind creaminess. We saw a way for VELVEETA to provide a moment to let loose and connect us all through lighthearted instanovels that poke modern-day fun at romance classics. I hope you curl up with a bowl of VELVEETA Shells & Cheese or queso and laugh out loud while reading our cheesy romance novels!” said Cara Contini, VEVLEETA brand building lead.


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