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

Published On
Sep 13, 2023
Food street vendor set up

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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.


Sep 13, 2023
Client :
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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