Kraft Heinz’s Delimex highlights Mexican street-food vendors in L.A. that you won’t find on Google Maps
The work, from Gut Miami, partners with seven eateries who have to rely on word-of-mouth
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Google Maps can help you find just about anything—except for local taco trucks and stands in Los Angeles. Now, Delimex Taquitos hopes to change that.
For its latest campaign from Gut Miami called “Street Views Stores,” the taquitos maker is highlighting seven Mexican street-style food trucks and vendors in L.A. These eateries rely on word-of-mouth to get new customers because they are unlisted on Google Maps.
Kraft Heinz-owned Delimex will share video interviews with the chefs on paid and owned social media channels, and use influencers to spread the word about these local gems. In return, each vendor will offer a dish using Delimex taquitos on their menu until the end of the month.
“The idea for this campaign came from an ‘aha’ moment while the creative team was brainstorming about lunch, specifically about which were the best places to eat in our city,” Dean Paradise, executive creative director at Gut Miami, wrote in an email. The consensus was that the best restaurants are usually those small food trucks hidden away that a friend of a friend swore by. Not the big restaurants or chains that everyone knows about.”
The idea grew from there, Paradise said, “as we thought through how Delimex could support these vendors and put them on the map, literally.”
The vendors are Arroyo Grill, L.A. Birria, El Pique, El Monchis, Tacos El Junior #1, Tacos Fiesta LA and Tacos El Valiii.
Credits
- Date
- Sep 13, 2023
- Client :
- Delimex
- Client :
- Kraft Heinz
- Agency :
- Gut Miami
- Co-Founder & Creative Chairman :
- Anselmo Ramos
- Global CEO :
- Andrea Diquez
- Managing Director :
- Carmen Rodriguez
- Global Chief Client Officer & Partner :
- Carmen Rodriguez
- North America CCO & Global Partner :
- Ricardo Casal
- North America CCO & Global Partner :
- Juan Javier Peña Plaza
- Global Chief Strategy Officer & Partner :
- Fernando Ribeiro
- Executive Creative Director :
- Dean Paradise
- Creative Director :
- Andy Tamayo
- Creative Director :
- Alexander Allen
- Associate Creative Director :
- Paulo Damasceno
- Associate Creative Director :
- Tina Assadpour
- Copywriter :
- Rachel Fund
- Art Director :
- Clara Lvoff
- Head of Art :
- Guido Fusetti
- Designer :
- Rebecca Miranda
- Head of Resourcing :
- Junia Parodi
- Project Manager :
- Melissa Rodriguez
- Head of Production :
- Renata Neumann
- Producer :
- Amber Pena
- Junior Producer :
- Steven Sarria
- Head of Account Management :
- Joselyn Bickford
- Account Director :
- Carolina Foster
- Management Supervisor :
- Diana Hernandez
- Account Executive :
- Claire Golden
- Group Strategy Director :
- Matias Candia
- Senior Strategist :
- Maria Fernanda Perez
- PR & Communications :
- Alison Brod Marketing + Communications
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