The giant box of Velveeta replaced a mysterious gold cube in Central Park

Brand jumps on an art moment with an 8-foot version of the cheese stuff

Published On
Feb 04, 2022

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Yesterday, a pure-gold cube worth $11.7 million made headlines when it mysteriously appeared in New York City’s Central Park accompanied by its own security detail. Today, a different block of gold replaced it—a cheesier rendition.

Inspired by German artist Niclas Castello’s golden art piece, Velveeta dropped an eight-foot box of cheese in the exact same spot, the Naumburg Bandshell. The box is 1400 times larger than a typical supermarket box of the cheese product. It's also protected by security guards.

The activation is inspired by Velveeta’s tagline “liquid gold” and pays homage to the brand’s recent revamp, which aimed to elevate the product as a symbol for luxurious, indulgent lifestyles. In a mystery of its own, the eight-foot box in Central Park nixed the new packaging for the previous version.