2024 Winner

CASE SUMMARY

They wanted gamers to consider Delimex taquitos as the perfect mid-game snack to fuel their marathon gaming sessions. Even though Delimex has been around for nearly 40 years, their product wasn’t on gamers’ radars. If they didn’t introduce their product to gamers authentically, they’d instantly reject the brand.

Their insight stems from a common gamer term: FEEDING, the act of dying repeatedly in online video games, serving the enemy team easy wins.

Targeting gamers, 25-35 years old, who are passionate about playing and watching video games, they flipped the frustrations players feel when their team is feeding on its head and used gamers’ own lingo to get them to consider Delimex as the perfect mid-game snack to fuel their marathon gaming session.

Without an official partnership, their team of Delimex gamers hacked the biggest game launches of the year by feeding gamers free points and taquitos
at in-game food spots.

They played, not paid their way into Call of Duty: Modern Warfare 2. Warzone 2.0, and Overwatch 2. Choosing the Mexican special forces character, wearing custom skins in the Delimex colors, and naming their characters Delimex and Taquito. They hung out in the Mexican levels, at in-game food spots like taco trucks, mercados, and kitchens, repeatedly sacrificing themselves to players so they could level up faster in game. Then they sent them free taquito coupons so they could
level up in real life too.

To build hype, Delimex teased the activation on platforms where gamers are most active: Instagram, TikTok, Reddit, and Twitch. Promotion ran for one week:
Nov 14 - Nov 20, 2022.

Their digital gamer street team was live in-game, sacrificing themselves, helping players level up and giving out samples in Call of Duty: Modern Warfare 2, Call of Duty: Warzone 2.0, and Overwatch 2 — a combined playerbase of over 160 million gamers playing on all major gaming platforms.

Top Twitch streamers helped gamers find us in-game while they were live on stream, gamers cheering us on in chat. Streamers reshared highlights and killer moments to their social channels on Twitch, Instagram, and Youtube. The Feeding Gamers live activation took place across three days: Nov 18 - Nov 20, 2022.

They delivered a unique experience to gamers where they walked away with Delimex on their minds and in their mouths. Branded items appear at in-game shops every day, but players never run into in-game street teams of actual gamers helping them level up and sending them free products. Delimex innovated traditional product sampling, approaching gamers outside of traditional street team programs and redefining what those programs look like.

They engaged them in their favorite games in a new way, inspiring them to share their own UGC clips of feeding moments in gaming's biggest communities
on Reddit and Discord.

The campaign reached 40+ million gamers, had 653, 779 total influencer and social media engagements, 11, 500 taquitos were sampled to gamers, there was a 905% increase to social traffic during activation and Delimex social
media engagement was doubled.

Credits

The Kitchen

Tom Evans - Head of The Kitchen
Julie Benevides - Head of Production
Kathleen Bokar - Head of Strategy
Simon Au - Executive Creative Director
Damon Crate - Creative Director
Sean Kinton - Copywriter
Arman Sadrzadeh - Art Director
Allison Boyd - Art Director
Branson Schell - Motion Designer
Conor Cicci - Motion Designer
Daniel Corrigan - Motion Designer
Jan Parma - Senior Producer
Nadine Farhat - Producer
Annie-Rose Mears - Account Lead
Marco Cianfagna - Account Supervisor
Prestan Tilley - Account Executive
Tanya Kashyap - Senior Social Strategist
Vanessa Mahon - Social Media Manager
Kelly Roe - Head of Creative

Kraft Heinz

Megan Lang - Director of Brand Communications
Lauren Nowak - Brand Manager
Santa Granta - Production Manager