Velveeta needs to be invited to your subsequent late-night name.

As a strategy to fulfill followers’ unbridled snack cravings, Velveeta is inviting pleasure seekers in all places to rethink that commonplace booty name with the launch of “Velveeta Foodie Name,” a brand new a part of its current “La Dolce Velveeta” platform. The model is providing followers in all places the chance to take pleasure in tacky late-night eats—a few of which might be instantly delivered to these in New York.

To take part within the Foodie Name, followers can textual content, “Vel, you up?” to 855-835-8338 in a gaggle chat with their companion between 9 PM ET and a pair of:15 AM ET have choose dishes, reminiscent of Deep-Delish Pizza Shells or Cheese Me Totchos, delivered to their door. These exterior of New York can nonetheless textual content the quantity between the identical time to obtain a free Velveeta Foodie Name package to make the snacks themselves.

WYD, Vel?

“’La Dolce Velveeta’ is all about residing your greatest, boldest, most outrageous life at each alternative and letting your internal pleasure-seeker run free—together with at 2 AM,” Kelsey Rice, senior model supervisor at Velveeta, stated in an announcement. “With ‘Velveeta Foodie Name,’ we wish to have fun late-night rendezvous by maximizing pleasure by means of our iconic tacky drip and over-the-top meals.”

The “Velveeta Foodie Name” initiative comes after the model took steps to rebranded itself final 12 months with a brand new emblem aimed for the brand new digital period as extra shoppers spend extra of their time on-line. As a part of the model’s overarching “La Dolce Velveeta” platform, this Gen Z-forward initiative is just not the primary marketing campaign aimed toward persevering with the model’s purpose to show Velveeta into a life-style model; earlier efforts included the launch of Velveeta’s scented nail polish.

Yow will discover extra data on “Velveeta Foodie Name” on the model’s devoted web site.