Cheesy Chic – How Velveeta’s Bold Ads Blurred the Line Between Editorial and Advertising

Overview

Velveeta’s campaign was designed to make a bold statement in a highly regarded fashion magazine through three printed spread advertisements. These ads cleverly mimicked traditional editorial layouts, featuring playful callouts identifying the clothing and accessories worn by the subjects. The goal was to capture attention in a fun, unexpected way, aligning with Velveeta’s bold and irreverent brand identity.

Challenge

While the editorial-style design was attention-grabbing and cleverly aligned with Velveeta’s playful brand identity, it also highlighted the importance of maintaining transparency with readers. To ensure ethical advertising practices, the campaign was updated to include a clear "Advertisement" disclaimer. This addition helped distinguish the content as paid promotion rather than an editorial endorsement, reinforcing trust with the audience while keeping the creative intent intact.

Solution

To maintain the ads' visual appeal and humor while promoting transparency, the team:

• Seamlessly integrated the "Advertisement" disclaimer into the layout, ensuring it complemented the design without being intrusive.
• Preserved the editorial aesthetic and cheeky callouts that made the campaign stand out.
• Maintained the original creative vision, ensuring Velveeta’s irreverent, fun personality continued to shine through.

Collaboration with Johannes Leonardo

The creative concept and design of the campaign were led by Johannes Leonardo, Velveeta’s agency partner. They were responsible for all content development and the overall creative direction. BluEdge partnered with Johannes Leonardo to handle the postproduction process, ensuring their vision was flawlessly prepared for publication. Our role included:

• Image optimization for high-quality print standards.
• Ensuring technical compliance with publication requirements.
• Adjusting artwork for final formats while preserving the integrity of the original design.

BluEdge has had the pleasure of collaborating with Johannes Leonardo on multiple projects, fostering a strong partnership built on creative synergy and shared goals.

Execution

In addition to the print spreads, the campaign extended to static out-of-home (OOH) executions with print-ready assets for large-scale wallscapes in Austin, Chicago, and Detroit. Each asset was carefully crafted to meet specific media requirements, including:

• Resolution adjustments to align with printer specifications.
• Color space conversions for vibrant, accurate reproduction.
• Layer repositioning to fit diverse display formats.

A digital element also became a standout part of the project. One motion board, featured:

• Animated dripping cheese, bringing Velveeta’s signature indulgence to life.
• Looped messaging that played seamlessly forward and backward, creating an engaging, dynamic effect.

Reflecting on the project, Tony Cardinale, Account Manager, shared:

"This was one of my favorite campaigns to work on. Very funny. My absolute favorite digital asset was the motion board we worked on, with the animated dripping cheese and looping messaging. It really captured Velveeta’s quirky charm."

Results

• The revised print ads ran successfully and clearly distinguished as advertisements while maintaining their editorial-style appeal.
• The OOH wallscapes caught attention in major cities, reinforcing Velveeta’s bold, playful identity.
• The animated digital content added a dynamic element that resonated with audiences, extending the campaign’s reach beyond print.

Key Takeaways

This project highlighted the value of creative collaboration and the importance of ethical advertising practices. Small adjustments, like adding a disclaimer, can ensure transparency without compromising the heart of a campaign. Strong partnerships, like the one with Johannes Leonardo, are key to delivering cohesive, impactful work across print, digital, and outdoor platforms.