Dive Brief:
- 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, such as storming out of an office. Delimex is also investing heavily in “sound-driven” marketing for the first 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 within. This is the second Kraft Heinz brand to apply the company’s 360Crisp technology that aims to innovate in the frozen food category.
Dive Insight:
Call it anti-ASMR: Kraft Heinz is highlighting the revulsion some people have to loud chewing to promote the crispiness of Delimex’s new frozen quesadillas.
“We recognize that the biggest strength of this product — our crunch and crispiness — may also be what triggers fans, so we wanted to develop a campaign that playfully warned them about the crunch while also highlighting it as the key element of our new 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 year. The packaging technology keeps products crispy on the outside and warm in the center through the use of 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, such as annoyances related to soggy tortillas and cheese that doesn’t properly melt in the prep process. This is the first major new 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 focused on loud crunching. Ads will appear across connected TV, online video and social media, including Reddit, TikTok, Snap and Meta. Delimex is also 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, are available at national retailers, including Target, Kroger and Walmart.
