Heinz flags spots for snacking so you don't die in Call of Duty

The ketchup brand and agency Gut partnered with Activision for in-game promo

Published On
Dec 17, 2021

Editor's Pick

The gaming community is a notoriously passionate one, so passionate that they hardly have time to eat! Heinz and agency Gut teamed with Activision, the publisher behind Call of Duty: Warzone Pacific, to identify locations in the non-stop-action shooter that players can hide out and feast IRL.

“Heinz Hidden Spots” maps out hiding spots on Call of Duty: Warzone Pacific’s map with a Heinz logo. In the campaign’s thirty-second spot, a player munches on a burger when his in-game avatar is slammed to the ground by an enemy player.

“Eating during an online match: a recipe for disaster,” reads on-screen text.

The spot shows the Heinz marker popping up across the game’s map and locations within it perfect for taking a snack break without risking their life. “Eat with no defeat” is the spot’s finale slogan.

Heinz Hidden Spots map

This week, YouTube and Twitch gamers partnered with the campaign to test out the hidden spots in action. Results TBD. 

“80% of gamers eat and drink while playing, but it’s much harder to do this in multiplayer games like Call of Duty, where an ill-timed break can cost you the match,” said Ashleigh Gibson, brand director at Heinz, in a statement. “Heinz brings the magic to mealtime, whether you’re sitting around the dinner table or enjoying a quick bite mid-game, and now we’re helping Call of Duty gamers safely recharge with a burger break in one of the new points of interest on Caldera. Here at Heinz, we say just eat. No Defeat.”

Now, we're just waiting for a toilet paper brand to step in to provide havens for a bathroom break. 

Credits

Date
Dec 17, 2021
Client :
Heinz
Agency :
Gut
ECD :
Murilo Melo
ECD :
Bruno Brux
Creative Director :
Rainor Marinho
Creative Director :
Murilo Santos
Creative Director :
Juliana Utsch
Creative Director :
Sofia Calvit
ACD :
Gabi Marcatto
ACD :
Pedro Rosas
Managing Director :
Valeria Barone
Head of Account :
Alessandra Visintainer
Account Director :
Francine Pellacani
Account Director :
Joe Richardson
Account Manager :
Mario Lion
Account Executive :
Caio Palmeira
Head of Strategy :
Amanda Agostini
Strategy Director :
César Villas Boas
Strategist :
Isabela Katayama
Social Strategy Director :
Douglas Coelho
Senior Social Strategist :
Deyse Albiach
Head of Media & Data :
Guilherme Cavalcanti
Head of Production :
Mariane Goebel
Production Director :
Julia Ramos
Production Manager :
Thaís Schroder
Producer :
Lincoln Braga
Editor & Motion :
César Macedo
Editor & Motion :
Megg Miranda
Illustration :
Paula Cruz
Production Company :
I Hate Flash
Line Producer :
Clara Castro
Producer :
Carol Caddeo
Art Director :
Hayde Porlan
Photographer/Editor :
Wesley Allen
Production Company :
ARMS Studio
Final Art :
Fernando Marques
Final Art :
Andre Santos
3D Specialist :
Henrique Dalio
Production House :
Mol
Executive Producer :
Joaquim Carriço
Executive Producer :
Galileo Giglio
Director :
Galileo Giglio
Line Producer :
Jin Tsui
Producer :
Simone de Angelis
Editor :
Bruno Araújo
Motion Designer :
James Vaccari
Post-Production Producer :
Rafael Tschope
Color Grade :
Burn Color Grading
Production Company :
BBL Esports
Music Company :
Hefty
Musical Producer :
Edu Luke
Musical Producer :
Otávio Cavalheiro
Musical Producer :
Musical Producer :
Tuco Barini
Musical Producer :
Rud Lisboa
Musical Producer :
Cris Botarelli
Line Producer :
Debora Carvalho
Line Producer :
Daniella Cabaritti
Coordinator :
Ana Cordeiro
Coordinator :
Susi Rodrigues
Coordinator :
Larissa Durante
Client Approval :
Isabella Rizzo
Client Approval :
Thiago Stelle
Client Approval :
Cristina Kenz
Client Approval :
André Fernandes
Client Approval :
Thiago Rapp
Client Approval :
Ashleigh Gibson
Client Approval :
Cecilia Alexandre

Need a credit fix? Contact the Creativity Editors