Kraft Heinz’s frozen meals model Delimex is giving an help to players within the identify of snacks.
In its first marketing campaign after a rebrand, Delimex is “Feeding Avid gamers” actually and figuratively.
Via Nov. 18, Delimex is making a workforce in three video games—Name of Responsibility: Fashionable Warfare 2, Name of Responsibility: Warzone 2 and Overwatch 2—and can enable gamers to deliberately kill its workforce members within the video games. It’s additionally establishing taco tucks and stands inside 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 workforce simple factors to spice up their rating. A feeder helps pace up a sport {that a} participant may be dropping in, or in the event that they wish to begin the sport over absolutely in fast trend.
Nevertheless, these ways have a tendency to bother 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 affords a novel alternative for Delimex to enter a brand new enviornment and meet our target market the place they’re spending their time,” Lauren Nowak, model supervisor for Delimex at Kraft Heinz, advised Adweek.
Nowak stated traces 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% improve in greenback gross sales from 2020 to 2021 and a 30% improve in greenback gross sales in 2021 in comparison with 2019, in response to IRI Mulo. With players needing to discover a fast repair for a snack, Delimex is hoping that its product suits the necessity, therefore its entrance into the market via Name of Responsibility: Warzone 2, which debuted Wednesday.
Delimex is partnering with prime players to livestream the Delimex workforce’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 stated the marketing campaign will stay 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 people stay 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 a good time with their households, mates 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 and marketing software. Snack model Lunchables launched a branded racing mini-game inside Roblox, whereas Heinz teamed up with Name of Responsibility to assist players discover hidden spots inside its Caldera map to relaxation and snack in a protected place.
The Delimex Name of Responsibility marketing campaign is a near-exact reproduction of when Heinz utilized Twitch streamers to relay particular spots on a Name of Responsibility map to their audiences.
Nowak stated Kraft Heinz as an entire has undergone a advertising and marketing evolution. The shift is seen extra within the firm making an attempt to market its merchandise via activations or stunts, reminiscent of Lunchables taking on FAO Schwarz toy retailer in New York or an 8-foot field of Velveeta in Central Park, moderately 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 stated. “Disruptive activations, reminiscent of Delimex feeding players, show the brand new sort of firm we’re creating to additional cement our manufacturers as cultural icons.”
