Kraft Heinz’s frozen meals model Delimex is giving an help to avid gamers within the title of snacks.
In its first marketing campaign after a rebrand, Delimex is “Feeding Players” 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 enable 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 avid gamers 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 straightforward factors to spice up their rating. A feeder helps pace up a sport {that a} participant may be shedding in, or in the event that they wish to begin the sport over absolutely in fast vogue.
Nevertheless, these ways have a tendency to harass and frustrate opponents who’re attempting to play competitively. Delimex is easing that pressure with the marketing campaign.
“A marketing campaign like this gives a novel alternative for Delimex to enter a brand new area and meet our audience the place they’re spending their time,” Lauren Nowak, model supervisor for Delimex at Kraft Heinz, instructed Adweek.
Nowak stated traces between snack time and supper 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% improve in greenback gross sales from 2020 to 2021 and a 30% improve in greenback gross sales in 2021 in comparison with 2019, in line with IRI Mulo. With avid gamers 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 way of Name of Obligation: Warzone 2, which debuted Wednesday.
Delimex is partnering with prime avid gamers 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 artistic company, The Kitchen. Nowak stated the marketing campaign will reside 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 12 months, 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 reside life with authenticity, pleasure and celebration. They search out on a regular basis moments to get pleasure from life and can take any alternative to have fun with their households, buddies and communities with scrumptious and vibrant meals.”
Although that is Delimex’s first foray into gaming, sister manufacturers underneath the Kraft Heinz umbrella have used it as a advertising software. Snack model Lunchables launched a branded racing mini-game inside Roblox, whereas Heinz teamed up with Name of Obligation to assist avid gamers discover hidden spots inside its Caldera map to relaxation and snack in a protected place.
The Delimex Name of Obligation marketing campaign is a near-exact duplicate of when Heinz utilized Twitch streamers to relay particular spots on a Name of Obligation map to their audiences.
Nowak stated Kraft Heinz as a complete has undergone a advertising evolution. The shift is seen extra within the firm attempting to market its merchandise by way of activations or stunts, reminiscent of Lunchables taking up FAO Schwarz toy retailer in New York or an 8-foot field of Velveeta in Central Park, fairly than conventional tv or social spots.
“We are actually prioritizing ‘anti-advertising’ methods the place we begin embracing probably the most optimistic position that we are able to play in folks’s lives,” Nowak stated. “Disruptive activations, reminiscent of Delimex feeding avid gamers, display the brand new sort of firm we’re creating to additional cement our manufacturers as cultural icons.”
