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 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 organising taco tucks and stands throughout the recreation 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 workforce straightforward factors to spice up their rating. A feeder helps pace up a recreation {that a} participant is likely to be shedding in, or in the event that they need to begin the sport over totally in fast style.
Nevertheless, these techniques have a tendency to bother and frustrate opponents who’re making an attempt to play competitively. Delimex is easing that stress with the marketing campaign.
“A marketing campaign like this gives a singular 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, informed Adweek.
Nowak mentioned strains 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 response to 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 means of Name of Responsibility: Warzone 2, which debuted Wednesday.
Delimex is partnering with high avid gamers 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 mentioned 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 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 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 fun with their households, buddies 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 software. Snack model Lunchables launched a branded racing mini-game inside Roblox, whereas Heinz teamed up with Name of Responsibility to assist avid gamers 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 mentioned 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 by means of activations or stunts, akin to Lunchables taking on FAO Schwarz toy retailer in New York or an 8-foot field of Velveeta in Central Park, somewhat than conventional tv or social spots.
“We are actually prioritizing ‘anti-advertising’ methods the place we begin embracing essentially the most optimistic function that we are able to play in folks’s lives,” Nowak mentioned. “Disruptive activations, akin to Delimex feeding avid gamers, exhibit the brand new form of firm we’re creating to additional cement our manufacturers as cultural icons.”
