Creative April Fools Day 2015 Creative Works

Say cheese: Velveeta launches new cheddar-chic hair color


By Audrey Kemp, LA Reporter

April 1, 2024 | 3 min read

The new, limited-edition ‘Velveeta Gold’ hair dye lets people sport the bold orange-yellow hue of Velveeta cheese on their locks.

velveeta campaign

Velveeta hair color / Credit: Kraft Heinz

In a deliciously daring new campaign, Kraft Heinz’s Velveeta is unleashing its first-ever hair dye, Velveeta Gold.

For a limited time, consumers can rock Velveeta’s orange-yellow color on their heads. Starting today, the semi-permanent hair dye is available in a four-ounce jar for $7.50 on – the same price as a loaf of Velveeta cheese.

To celebrate the launch of Velveeta Gold, the brand enlisted the help of Julia Fox, an actor known for her unapologetic self-expression. Fox debuted her Velveeta-tinted hair for the first time courtside at this past Sunday’s basketball game in NYC.


Fox commented: “The signature Julia Fox vibe is something that can’t be explained and one that exudes confidence and continuously pushes the boundaries of the status quo. When Velveeta shared what its brand is all about, it truly resonated with me, as I am always trying to live life to the fullest and go all in for the things I love. I love my pasta and cheese, so Velveeta is an immediate ‘yes’ and Velveeta Gold hair is a look I can totally get behind.”

The campaign marks a continuation of the brand’s zany ‘La Dolce Velveeta’ campaign, which previously launched Velveeta scented and colored nail polish.

“La Dolce Velveeta is a lifestyle – always confident and forever in service of living by your own rules,” added Stephanie Vance, brand manager for Velveeta. “We are always looking for new ways to help fans live La Dolce Velveeta and hair was the perfect place for us to invite pleasure seekers to proudly express themselves and show off their unique style and individuality.”

It was ideated and developed in partnership with the creative agency Johannes Leonardo.

“Velveeta’s unmistakable golden hue is the perfect symbol for the unabashed joy our fans find in a lifestyle full of indulgence,” said Michael Hess, creative director at Johannes Leonardo. “Velveeta Gold shows the world you live for what you love. That’s La Dolce Velveeta.”

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Creative April Fools Day 2015 Creative Works

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