Dive Temporary:
- Kraft Heinz’s Delimex model of frozen taquitos is increasing into quesadillas with a multichannel marketing campaign centered on loud chewing, per particulars shared with Advertising and marketing Dive.
- Advertisements depict individuals’s excessive reactions to listening to the sounds of chowing down, comparable to storming out of an workplace. Delimex can also be investing closely in “sound-driven” advertising for the primary time with customized adverts on iHeart Media, an auditory Snapchat augmented actuality filter, a cellular sport and sound-on TikTok content material.
- Packaging for Delimex Crispy Quesadillas shows cheeky labels warning of the crunchy high quality discovered inside. That is the second Kraft Heinz model to use the corporate’s 360Crisp expertise that goals to innovate within the frozen meals class.
Dive Perception:
Name it anti-ASMR: Kraft Heinz is highlighting the revulsion some individuals must loud chewing to advertise the crispiness of Delimex’s new frozen quesadillas.
“We acknowledge that the most important energy of this product — our crunch and crispiness — can also be what triggers followers, so we needed to develop a marketing campaign that playfully warned them in regards to the crunch whereas additionally highlighting it as the important thing ingredient of our new product,” mentioned Lauren Nowak, model supervisor at Delimex, in a press assertion.
Kraft Heinz is revamping its bigger frozen meals technique with the introduction of 360Crisp, which was used to launch Lunchables Grilled Cheesies final 12 months. The packaging expertise retains merchandise crispy on the surface and heat within the middle by using totally different venting and various warmth factors, vying to recreate the expertise of a meal ready in an oven or on a stovetop.
For Delimex, 360Crisp might tackle shopper frustrations round present frozen quesadilla choices, comparable to annoyances associated to soggy tortillas and cheese that doesn’t correctly soften within the prep course of. That is the primary main new innovation from the Mexican frozen meals model recognized for its taquitos in over 5 years.
Advertising and marketing parts supporting the rollout hammer residence the theme round sound. Together with audio-first media buys, Delimex developed a cellular sport in Unity that’s centered on loud crunching. Advertisements will seem throughout related TV, on-line video and social media, together with Reddit, TikTok, Snap and Meta. Delimex can also be leveraging in-store retail programming and influencer partnerships to get the phrase out.
Delimex Crispy Quesadillas, which are available char-grilled hen and Chipotle hen variants, can be found at nationwide retailers, together with Goal, Kroger and Walmart.
