MarketingKraft Heinz's Delimex Is Actually and Figuratively Feeding Name...

Kraft Heinz’s Delimex Is Actually and Figuratively Feeding Name of Obligation Gamers


Kraft Heinz’s frozen meals model Delimex is giving an help to players within the title of snacks.

In its first marketing campaign after a rebrand, Delimex is “Feeding Avid gamers” actually and figuratively.

By means of Nov. 18, Delimex is making a staff in three video games—Name of Obligation: Trendy Warfare 2, Name of Obligation: Warzone 2 and Overwatch 2—and can permit gamers to deliberately kill its staff members within the video games. It’s additionally establishing taco tucks and stands throughout the sport the place Delimix gamers will congregate, ready to feed opponents kills and coupons.

The model plans to feed players with coupons to buy its Taquitos product, whereas the first-person shooter gaming time period “feeding” is the act of dying repeatedly, thereby giving the enemy staff simple factors to spice up their rating. A feeder helps velocity up a sport {that a} participant is likely to be shedding in, or in the event that they need to begin the sport over absolutely in fast style.

Nevertheless, these techniques have a tendency to harass and frustrate opponents who’re making an attempt to play competitively. Delimex is easing that pressure with the marketing campaign. 

“A marketing campaign like this presents a novel alternative for Delimex to enter a brand new area and meet our target market the place they’re spending their time,” Lauren Nowak, model supervisor for Delimex at Kraft Heinz, advised Adweek.

Nowak mentioned strains between snack time and dinner time are blurring, making gaming an genuine place for a frozen meals model to make its first push post-brand refresh.

Frozen snack consumption noticed a 7% enhance in greenback gross sales from 2020 to 2021 and a 30% enhance in greenback gross sales in 2021 in comparison with 2019, based on IRI Mulo. With players needing to discover a fast repair for a snack, Delimex is hoping that its product matches the necessity, therefore its entrance into the market by Name of Obligation: Warzone 2, which debuted Wednesday.

Delimex is partnering with high players to livestream the Delimex staff’s areas in video games, whereas selling coupons for its merchandise.

The marketing campaign was created with Kraft Heinz’s in-house inventive company, The Kitchen. Nowak mentioned the marketing campaign will dwell on Twitch and thru Delimex’s key social channels, in addition to in partnership with well-known gaming influencers. 

A rebrand match for gaming

Earlier this yr, Delimex—a fusion of the phrases “scrumptious” and “Mexican”—underwent a rebrand. As a part of that rebrand, it up to date the look of its packaging and flavors.

A Mexican frozen meals model based in 1984, Delimex was bought in August 2001 by HJ Heinz, which later merged with Kraft in 2015.

The model’s goal demo is what Nowak calls the “carefree enjoyment fanatic. These of us dwell life with authenticity, pleasure and celebration. They search out on a regular basis moments to take pleasure in life and can take any alternative to have fun with their households, mates and communities with scrumptious and vibrant meals.”

Although that is Delimex’s first foray into gaming, sister manufacturers below the Kraft Heinz umbrella have used it as a advertising and marketing device. Snack model Lunchables launched a branded racing mini-game inside Roblox, whereas Heinz teamed up with Name of Obligation to assist players discover hidden spots inside its Caldera map to relaxation and snack in a secure place.

The Delimex Name of Obligation marketing campaign is a near-exact reproduction of when Heinz utilized Twitch streamers to relay particular spots on a Name of Obligation map to their audiences.

Nowak mentioned Kraft Heinz as a complete has undergone a advertising and marketing evolution. The shift is seen extra within the firm making an attempt to market its merchandise by activations or stunts, similar to Lunchables taking up FAO Schwarz toy retailer in New York or an 8-foot field of Velveeta in Central Park, slightly than conventional tv or social spots.

“We at the moment are prioritizing ‘anti-advertising’ methods the place we begin embracing essentially the most optimistic position that we are able to play in individuals’s lives,” Nowak mentioned. “Disruptive activations, similar to Delimex feeding players, display the brand new type of firm we’re creating to additional cement our manufacturers as cultural icons.”


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