Creativity

Velveeta pokes fun at princess-y eating in spot for Royal Wedding-themed 'Crowns & Cheese'

Renamed 'Shells & Cheese' comes with a gold plate spoon in honor of Meghan and Harry

By Alexandra Jardine. Published on May 15, 2018

Editor's Pick

Velveeta is among the many brands that this week are pushing a Royal Wedding-themed product--and it's made a funny royalty-themed ad to go with it.

The Kraft Heinz brand has renamed its Shells & Cheese product as "Crowns & Cheese" for the big day on May 19. The crown-shaped pasta is packaged alongside the original Shells & Cheese and a gold-plated spoon in a gold foil box, and Velveeta will be offering the boxes to the first people to enter on www.RoyallyTreatYourself.com, while supplies last.

To promote Crowns & Cheese, agency David Miami has fun with the idea of eating like a princess in an online spot. In the video, a Meghan Markle/Kate Middleton brunette lookalike (well, kinda) is given lessons on "how to act like a royal princess." This apparently involves sitting demurely, wearing long skirts and stupid hats, no selfies, drinking very little and eating even less. "F*** this," says our heroine eventually, before going on to tuck into a bowl of Crowns & Cheese. The tagline is "Who wants to be a princess, when you can eat like a queen?"

Jeff & Pete of Fish Face directed the spot.

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Credits

Date
May 15, 2018
:
Velveeta
Agency:
David
Managing Director, Global COO:
Paulo Fogaça
Global Executive Creative Director:
Tony Kalathara
Group Creative Director:
Danny Alvarez
Group Creative Director:
Jason Wolske
Art Director:
Aaron Willard
Copywriter:
Jaime Villalva
Head of Account Management:
Carmen Rodriguez
Account Director:
Mariana D'Aprile
Sr. Account Executive:
Carolina Foster
Asst. Account Executive:
Nneoma Chukwueke
Head of Production:
Veronica Beach
Producer:
Kelly Allen
Producer:
Nick Bourne
Planning Director:
Jon Carlaw
Senior Planner:
Matias Candia
Junior Planner:
Gabriel Roldan
Junior Planner:
Anastasia Lara
Production Company:
Fish Face
Director:
Jeff + Pete
Executive Producer:
Megan Porche
Line Producer:
Malcolm Wax

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