Velveeta made a yellow hair dye, Velveeta Gold, and no it’s not an April Fools’ joke

Julia Fox donned a new golden hairdo at the New York Knicks game on March 31

Published On
Apr 02, 2024
 Packaging of Velveeta Gold hair dye

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Loud, bold hair colors have marked the eras of some of the biggest superstars on the planet—think Rihanna’s red, Karol G’s pink, Billie Eilish’s green and black. The more daring the hair and bolder the attitude, the more attention it grabs. Perhaps you’ve considered switching to a brighter color yourself.

If so, Kraft Heinz brand Velveeta wants you to consider its golden yellow brand color as an option for your new style.

That’s right: Velveeta has a hair dye. On Monday (April 1), the brand launched Velveeta Gold, a limited-edition, semi-permanent hair dye in its golden yellow hue on its website.

To announce the release, the brand tapped a model and influencer known for her bold fashion choices—Julia Fox— to debut a bright new hairdo featuring the brand color courtside at Sunday’s New York Knicks game at Madison Square Gardeb. Created by Johannes Leonardo, the campaign also featured Fox carrying a custom Velveeta-branded purse. 

Julia_Fox_with_golden_hair

While the campaign seems like an April Fools’ Day stunt, the brand and agency said it is, in fact, real. 

The brand partnered with a vendor to create an original hair-dye, opting to start from scratch rather than rebranding an existing hair dye, to make it “more authentic,” Michael Hess, creative director at Johannes Leonardo, told Ad Age. 

“We identified our Pantone brand color, and they were able to match that perfectly and send us a few samples so we could test them,” he said, adding that they continued to test until they could find a color that matched exactly both in the hair and in the jar. 

Johannes Leonardo’s head of communications even committed to the cause and dyed his own hair.

The goal is to encourage people to be bold and unapologetic, to do what makes them happy and express themselves through their hair. That is why the brand also partnered with Fox, whose reputation suggests she cares little for what people think of her.

The campaign comes as Velveeta leans into its brand platform, “La Dolce Velveeta,” launched in November 2021, which encourages people to do what makes them happy and enjoy a carefree life, without worrying about what others may think. 

The platform was born from the insight that Velveeta is considered among consumers to be a pleasure and comfort food, Stephanie Vance, brand manager at Kraft Heinz told Ad Age.

“This platform goes beyond the food and CPG space. For us, it really is a lifestyle,” she said. “Pleasure seekers go all in on the things they love when it comes to food or anything in general. It’s all about what’s going to bring them outrageous pleasure. So when we think about what are the things they do or how they express themselves to show unapologetic love for things, that’s what drives our work and drives the campaign forward.”

Velveeta Gold semi-permanent hair dye comes in a four-ounce jar which is enough to cover a head of short hair. The dye lasts 10-12 washes and should be applied only if the wearer is ready to make that commitment, Hess warned. The product went on sale on Monday on Amazon while supplies last. It costs $7.50—the price of a Velveeta cheese loaf. 

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The hair dye follows other products launched by the brand, including nail polish, martinis, lip cuffs and cheese truffles, among others.

Credits

Date
Apr 02, 2024
Client :
Kraft Heinz
Agency :
Johannes Leonardo
VP Brands and Creativity :
Jessica Vultaggio
VP Head of Brand Communications :
Nina Patel
Chief Creative Consultant :
Matthew Bull
Head of Brand Comms :
Anne Field
Director of External Communications & PR :
Jenna Thornton
Brand Manager Brand Communications :
Stephanie Vance
Manager Brand PR & Media Relations :
Kate Mitchell
Marketing & Sales Trainee :
Sabrina Leon
Founder :
Jan Jacobs
Founder :
Leo Premutico
Creative Director :
Michael Hess
Creative Director :
Zack Roif
Associate Creative Director :
Marjorie Vardo
Associate Creative Director :
Lannie Hartley
Copywriter :
Brooke Chai
Creative :
Christiano Abrahao
Creative :
Matty Smith
Group Strategy Director :
Julianna Katrancha
Head of Communications Strategy :
Jonathan Daly
Strategy Director :
Anthony Perez
Communications Strategy Director :
Jim Rech
Senior Communications Strategist :
Cameren Moncrieff
Strategist :
Andrew Grant
Integrated Business Lead :
Connor Keeshan
Senior Account Director :
Jack Beck
Account Supervisor :
Allie Graham
Account Manager :
Trish Alvaro
Head of Production :
Tasha Cronin
Executive Producer :
Ken Kitch
Line Producer & Photographer :
Mitchell Wojcik
Associate Producer :
Omar Zapata
Director Business Affairs :
Alesa Blanchard-Nelson
Sr. Business Affairs Manager :
Krishna Shah
Senior Project Manager :
Destiny Heggins
Design Director :
Charles Watlington
Director of Communications :
Grace Robert
Public Relations :
Alison Brod Marketing + Communications
Executive Vice President :
Brooke Scher Mogan
Vice President :
Adrianna Lauricella
Vice President Celebrity & Entertainment :
Francesca Salcedo
Junior Marketing Associate Celebrity & Entertainment + Influencer :
Ava Levinson
Account Supervisor :
Sarah Pressler
Account Executive :
Jessica Fineman

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