Dive Brief: 

• Velveeta launched a new campaign, entitled “Respect the Drip,” that represents its first major marketing campaign in two years, per details shared with Marketing Dive. 
• Central to the effort is a 15-second spot set to rapper Cardi B’s new song, “Drip.” The campaign marks a shift away from the brand’s “La Dolce Velveeta” platform, which encourages consumers to live life unapologetically, to adopt a bolder, culture-first mindset.
• The campaign is live across social media and connected TV and will debut on linear TV when Cardi B’s next album drops Sept. 19. The move arrives as struggling parent Kraft Heinz explores a spin-off of its grocery business.

Dive Insight: 

Velveeta is bringing “drip,” a slang term often used in fashion and music that refers to a person’s swagger, to the dinner table for its first major creative push in two years. The campaign encourages consumers to go all-in on what they love, a similar theme as “La Dolce Velveeta,” while honing a focus on culture, a move that could help it shore up stronger consumer awareness. 

A 15-second spot features close-up shots of melty Velveeta cheese dip and shells and cheese being savored to the tune of Cardi B’s “Drip.” Future activations for the campaign are being timed to the release of the rapper’s next album, potentially driving additional buzz. Cardi B reportedly served as the “blueprint” for the campaign, per release details, with her confidence and influence aligning with Velveeta’s brand positioning.

“Respect the Drip” was handled by The Kitchen, with media by Carat and PR by ABMC. Velveeta claims to have showcased its drip in recent creative launches, including a 14 Karat Velveeta Drip Lip Cuff made in partnership with celebrity designer George The Jeweler.

“La Dolce Velveeta” launched in 2021 alongside a brand refresh aimed at evolving the processed liquid and block cheese product from a packaged food to a lifestyle positioning. Stunts under the platform, which the brand says is not being officially retired, have included a Velveeta Gold semi-permanent hair dye, a take on the classic martini and a partnership with confectioner Compartés Chocolatier for a limited-run chocolate and cheese truffle.  

The effort from Velveeta arrives as Kraft Heinz eyes a potential spin-off of a large part of its grocery business, including several Kraft products, into a separate entity valued at up to $20 billion, The Wall Street Journal first reported. The company’s stock has underperformed since its 2015 merger, and shifting consumer preferences have driven it to prioritize faster-growing products like hot sauces, dressings and condiments, which are favored over processed lunch meats and cheeses. 

In hopes of aligning with consumers’ changing preferences, Kraft Heinz has been working to invest in healthier products and recently announced plans to remove artificial dyes from its U.S. products by the end of 2027. The company reported a net sales decrease of 6.4% year over year in the first quarter.