- Kraft Heinz’s Delimex brand of frozen taquitos is expanding into quesadillas with a multichannel campaign centered on loud chewing, per details shared with Marketing Dive.
- Ads depict people’s extreme reactions to hearing the sounds of chowing down, resembling storming out of an office. Delimex can also be investing heavily in “sound-driven” marketing for the primary time with custom ads on iHeart Media, an auditory Snapchat augmented reality filter, a mobile game and sound-on TikTok content.
- Packaging for Delimex Crispy Quesadillas displays cheeky labels warning of the crunchy quality found inside. This is the second Kraft Heinz brand to use the corporate’s 360Crisp technology that goals to innovate in the frozen food category.
Call it anti-ASMR: Kraft Heinz is highlighting the revulsion some people should loud chewing to advertise the crispiness of Delimex’s latest frozen quesadillas.
“We recognize that the most important strength of this product — our crunch and crispiness — may be what triggers fans, so we desired to develop a campaign that playfully warned them in regards to the crunch while also highlighting it as the important thing element of our latest product,” said Lauren Nowak, brand manager at Delimex, in a press statement.
Kraft Heinz is revamping its larger frozen food strategy with the introduction of 360Crisp, which was used to launch Lunchables Grilled Cheesies last yr. The packaging technology keeps products crispy on the surface and warm in the middle through using different venting and varied heat points, vying to recreate the experience of a meal prepared in an oven or on a stovetop.
For Delimex, 360Crisp could address consumer frustrations around current frozen quesadilla offerings, resembling annoyances related to soggy tortillas and cheese that doesn’t properly melt in the prep process. This is the primary major latest innovation from the Mexican frozen meals brand known for its taquitos in over five years.
Marketing elements supporting the rollout hammer home the theme around sound. Along with audio-first media buys, Delimex developed a mobile game in Unity that is targeted on loud crunching. Ads will appear across connected TV, online video and social media, including Reddit, TikTok, Snap and Meta. Delimex can also be leveraging in-store retail programming and influencer partnerships to get the word out.
Delimex Crispy Quesadillas, which come in char-grilled chicken and Chipotle chicken variants, can be found at national retailers, including Target, Kroger and Walmart.
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