Velveeta has been a household name since its debut more than a century ago, but hit a slump as consumers increasingly favor natural foods over processed products. Looking to find a new identity to fit in with modern shoppers, the brand ditched traditional product-centric marketing and flavored a full rebrand with a contemporary sentiment: treat yourself.

The “La Dolce Velveeta” brand campaign reworked the Kraft product’s logo, packaging and personality through fashion-forward, playful work across film, OOH, digital, sponsorship and print, led by agencies Johannes Leonardo and Jones Knowles Ritchie. The campaign recruited Gucci photographer and “Spring Breakers” filmmaker Harmony Korine to helm an indulgent, glamorous spot and print spread that landed in the pages of Vogue magazine, all dripping in goopy yellow cheese.

Within a month, the campaign generated a 13% boost in product sales, welcomed 500,000 new customers and boasted the highest monthly dollar share of the boxed mac and cheese category in five years.

“Velveeta has historically been firmly planted on American tables in its advertising, but that’s when it was being presented as product more than spirit,” Jeph Burton, group creative director at Johannes Leonardo, previously told Ad Age. “The spirit of the brand is actually in its consumers, bold enough to buck convention and do things in their own way.”