Despite the pandemic rekindling our love of comfort food, most brands were apologizing for their product’s lack of health benefits instead of celebrating what made them great. At the same time, we discovered something different about the Velveeta lover: for them, food, and life, was there to be enjoyed—their body an amusement park, not a temple. With this in mind, we saw an exciting opportunity for Velveeta to zig from the category, ignore the haters, and free the lovers to choose Velveeta; joyfully and unapologetically, along with everything else that brought them pleasure. Velveeta could wave goodbye to its dusty past and step into a bold, unapologetic new future. No longer just a product, Velveeta was a full-on vibe—it had swagger, and was dripping in exuberance.