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Velveeta
Say It Cheesy

Reclaiming the Cringe for the Unapologetic
In a world that tries too hard to avoid being "cheesy," Velveeta’s Say It Cheesy campaign leans into the quirkiness of the brand’s "La Dolce Velveeta" identity to transform Valentine’s Day. Recognizing that 53% of young people feel trapped in a cycle of repetitive, predictable holiday traditions, this project encourages couples to ditch the roses and chocolates in favor of something far more memorable. By turning the negative connotation of cheesiness into a badge of honor, the campaign creates a platform for people to express their love unapologetically, proving that the best way to celebrate the day of love is with a side of humor and a lot of Velveeta.
Credit: Cheyoung Moon, Gahyeon Kim, Gyueun Lee, HAJIN SHIN, HUIJING LI, Jeemin Son, Jeongeon Lee, Sebee Lee, Yul Han
Role: Art Direction / Graphics

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Strategy

Turning a Cliché into a Cultural Wave
The strategy focuses on the cultural tension between traditional romantic expectations and the modern desire for authentic, playful expression. Since over half of the younger demographic feels Valentine’s Day has become a mundane routine, we identified an opportunity for Velveeta to offer a refreshing alternative. Instead of following the "Mean Tweets" trend of digital cynicism, the strategy pivots toward "Cheesy Tweets" and recorded lines, positioning the brand as the facilitator of a new Valentine’s culture. By owning the very word used to describe both its product and its quirky personality, Velveeta creates a unique space where being "cheesy" is no longer something to avoid, but a lifestyle to embrace.

Execution

Amplifying the Movement Across the City
The campaign manifests through a high-energy, multi-channel rollout designed to meet people in their everyday environments. It begins by inviting participants into a recording studio to capture their most charmingly cheesy lines, which are then broadcast across outdoor billboards, YouTube pre-rolls, and even inside Uber rides to inspire travelers on their way to dates. Once inspired, users can scan a QR code to record and share their own cheesy messages, creating a digital ripple effect. To further amplify this movement, the execution includes a collaboration with late-night hosts like Pete Davidson to read "Cheesy Tweets" instead of the usual mean ones, effectively turning the entire day into a massive, unapologetic celebration of cheese.

Results & Achievement

A New Wave of Valentine’s Culture
"Say It Cheesy" is expected to successfully disrupt the stale narrative of Valentine's Day by replacing outdated romantic tropes with a vibrant, community-driven culture of fun. We anticipate that by tapping into the 53% of young people looking for new experiences, the campaign will achieve massive organic engagement through social sharing and user-generated recordings. The ultimate expectation is for Velveeta to reaffirm its role as an innovative cultural player that doesn't just sell a product, but owns a specific, joyful way of living. Success will be measured by the movement's ability to make "cheesy" the most sought-after compliment of the season, proving that when a brand is confident enough to embrace its true nature, it creates an impact that is impossible to ignore.

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c.v.

+ tune talk+ airb n bouquinistes+ dance off your hangover+ corner pack+ say it cheesy

+ tune talk
+ airb n bouquinistes
+ dance off your hangover
+ corner pack
+ say it cheesy