16056: Velveeta Foodie Calls Are Outrageously Obscene.

  

The Drum spotlighted a Velveeta promotion that played off ‘booty calls’ to make late-night deliveries of free cheesy products to customers.

 

The Head of North American Brand Communications at Velveeta gushed, “As a brand that encourages our fans to make outrageous pleasure a way of life, we believe you don’t have to give up the good stuff, and you should enjoy pleasure when it comes to all aspects of your life, including late at night. We want to bring the ultimate pleasure, Velveeta, into late-night action with our latest campaign Foodie Call. ‘La Dolce Velveeta’ is not just a brand tagline, it’s a true way of life for our fans. With Foodie Call and all of our campaigns, we want to meet our fans where they are and help them make outrageous pleasure a way of life.”

 

Wow, that’s seriously outrageous PR, for sure—likely copy-and-pasted from a PowerPoint presentation made to Kraft Heinz corporate committees. Given the problems of obesity in the U.S., the scheme is downright devious, the ethical equivalent of feeding candy to kids.

 

Another outrageous angle is the ‘urban’ appeal coming from a White company partnered with White advertising agency Johannes Leonardo. Both players should be booted and blocked from making future calls.

 

Forget booty calls, Velveeta answers ‘late-night foodie calls’ with delectable deliveries

 

By Audrey Kemp

 

On November 18, Velveeta will answer fans’ late-night ‘foodie calls’ and serve up free, cheesy goodness – at the most ungodly, debaucherous hours.

 

Late-night bedroom desires everywhere are finally being answered – late-night ‘foodie calls’ from Velveeta, that is.

 

The brand that previously peddled cheese-scented and -colored nail polish has now introduced its latest stunt: the Velveeta ‘Foodie Call,’ which grants callers’ wishes for mac and cheese at 2am. The effort is in response to a poll from the brand, which found that over half of fans would give up sex for cheese and over 70% said the best time to eat mac and cheese is “in bed at 2am with bae.”

 

Starting November 18, Velveeta will be delivering fans everywhere the opportunity to enjoy cheesy late-night eats for free, while supplies last. The participation guidelines vary by location.

 

For example, New Yorkers must text, ‘VEL, YOU UP?’ to (855)-VELVEET (or 855-835-8338) from 9pm-2.15am ET on Friday and receive ‘Deep-delish pizza shells and cheese’ and ‘Please me, cheese me totchos’ delivered to their door.

 

Meanwhile, fans outside of NYC can text the same number with the same message at the same time to receive a ‘Velveeta foodie call’ kit, complete with the same two meals, as well as a ‘Velveeta fresh pack’ loaf, two cups of ‘Velveeta shells & cheese,’ a double-sided golden spoon and fork and recipes for spicing their food up.

 

“As a brand that encourages our fans to make outrageous pleasure a way of life, we believe you don’t have to give up the good stuff, and you should enjoy pleasure when it comes to all aspects of your life, including late at night,” said Anne Field, head of North American brand communications at Velveeta. “We want to bring the ultimate pleasure, Velveeta, into late-night action with our latest campaign Foodie Call. ‘La Dolce Velveeta’ is not just a brand tagline, it’s a true way of life for our fans. With Foodie Call and all of our campaigns, we want to meet our fans where they are and help them make outrageous pleasure a way of life.”

 

Johannes Leonardo is the creative agency behind this campaign. It will be promoted via PR, out-of-home (OOH), paid and organic social.