Kraft Heinz’s Delimex is deliberately dying in video games to win over gamers

The brand is creating teams in Call of Duty: Modern Warfare 2, Call of Duty: Warzone 2 and Overwatch 2

Published On
Nov 21, 2022

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Delimex is dying on purpose in video games to win over gamers as part of parent company Kraft Heinz’s efforts to revamp the Mexican-style food brand.

The activation revolves around the gaming concept of “feeding”-- giving the other team points by letting them kill you. The brand will create three teams in the games "Call of Duty: Modern Warfare 2," "Call of Duty: Warzone 2" and "Overwatch 2" and has called on well-known gamers to livestream fights against Delimex teams to help other players find its teams and defeat them. 

After a person has defeated its team, they will receive a code through a private message from Delimex that allows them to access coupons for taquitos.

The campaign, from Kraft Heinz’s in-house agency The Kitchen, aims to appeal to the “carefree enjoyment enthusiast–these folks live life with authenticity, joy, and celebration,”  said a brand spokesperson over email.

The campaign comes as part of a larger rebrand from Delimex, which is being handled by Gut Miami and includes changes to packaging and flavor for stronger tastes.

Credits

Date
Nov 21, 2022
Client :
Delimex
Agency :
The Kitchen

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Project Type