Description
Velveeta is back with bold new creative, and this time, it's all about Respecting the Drip. The campaign, now live, features none other than Cardi B's new song "Drip," turning up the heat on what it means to melt unapologetically.
This is Velveeta’s first major creative in two years, and signals a strategic shift from the La Dolce Velveeta narrative the brand has been showcasing the last few years to highlighting something even bolder-- the drip.
“La Dolce Velveeta” crystallized and celebrated something Velveeta’s pleasure seeking fans long embodied: an attitude of living life proudly on their own terms. And while the brand isn’t sunsetting this ethos, the new focus on drip is now taking the attitude from the La Dolce Velveeta world up a level by acting with a culture-first mindset to find inclusive moments for fans who go all in on the things they love.
While the brand has featured its drip in recent creative launches such as the Vel Lip Cuff, the new campaign doubles down on Velveeta’s commitment to dripping with rich, over-the-top pleasure both in food and in the cultural zeitgeist.
Respect the Drip elevates Velveeta’s melt, whether on mac and cheese or nachos, taking it from a food moment to a full-on cultural flex.
This professional campaign titled 'Respecting the Drip' was published in United States in July, 2025. It was created for the brand: Velveeta, by ad agency: The Kitchen. This Film medium campaign is related to the Food industry and contains 2 media assets. It was submitted 5 months ago.
Credits
THE KITCHEN
Head of The Kitchen: Tom Evans
Head of Productions and Operations: Julie Benevides
Executive Creative Director: Simon Au
Head of Strategy: Kathleen Bokar
Head of Accounts: Karin Carlisle
Creative Director: Ananta Prayitno
Art Director: Weston Clark
Copywriter: Andrew Perez
Group Account Director: Anna Gruber
Account Director: Danielle Sikora
Account Supervisor: Haley Achler
Executive Producer: Alethya Luiselli
Producer: Ana Locar
Group Strategy Director: Lizeth Medina
Senior Strategist: Stu McDonald
Social Media Manager: Sally Ehrmann
KRAFT HEINZ
Sr. Director, Marketing: Ashleigh Edmonds
Director, Communications: Cheryl Barbee
Brand Manager: Stephanie Vance
Sr. Manager, PR: Kate Mitchell
IAT PARTNERS
Media Agency: Carat
PR Agency: ABMC
Production: Institute (Blaise Cepis, Director)
Post-Production: Whitehouse Post (Deb Schimmel)
Color: Carbon
