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Kraft Heinz's cheese brand Velveeta just launched a new campaign that brings on the big cheese energy with an exciting dining experience.
Available exclusively at the Bounce Sporting Club, the "WheelVeeta" dining experience will treat customers to pasta shells cooked al dente, tossed in an all-new Velveeta cheese wheel.
The result is a creamy and cheesy coating in every bite, best enjoyed with toppings such as fresh lobster, black truffle, and fried shallots.
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Cheese Wheel Pasta (also called Pasta alla Ruota) has taken the internet by storm over the years, garnering millions of views across platforms.
Velveeta saw an opportunity to live up to the demand and offer a unique experience for cheese lovers.
Commenting on the campaign, Velveeta Brand Manager Stephanie Vance called the WheelVeeta an "over-the-top pleasure experience that simply hits."
"From its large size to the extraordinary tableside service, it aims to hit the bullseye of pleasure. Partnering with Bounce Sporting Club, a brand that has a similar vision of unapologetic fun, we can double down on big cheese energy and bring this over-the-top dish to unapologetic fans," Vance added.
The latest marketing push from the company leverages experiential marketing to engage consumers with an immersive and interactive experience unique to Velveeta.
Beyond the new offering, it harps on the popularity of the growing food trend, which has captured the hearts of foodies all over the world.
Embracing Pleasure With Velveeta
"Wheelveeta" serves as an extension of its creative platform "La Dolce Velveeta" which aims to encourage consumers to "embrace outrageous pleasure."
With this platform, the brand hopes to bring the "La Dolce Velveeta mindset" to life, helping people satisfy cravings like no other with activations like "Veltini" and "TruffVels."
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The WheelVeeta is available across Bounce Sporting Clubs at Montauk, New York, and Delray, Florida.
In April, the brand collaborated with fashion icon Julia Fox, launching cheese-inspired hair dye "Velveeta Gold."
The actress unveiled her new hair color, complete with a cheese-themed outfit, at a New York Knicks home game.
Editing by Katherine 'Makkie' Maclang
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