Kraft Heinz is taking a playful approach to promote its latest product under the Delimex brand by tapping into a rather unexpected phenomenon: the revulsion some people feel toward loud chewing.
With the launch of Delimex’s new frozen quesadillas, the brand is using what might be considered an annoying sensory experience – the loud crunch – as the star of its latest marketing campaign.
Crunching Into Delimex’s New Quesadillas
The new crispy quesadillas are available in two mouth watering flavours – char-grilled chicken and chipotle chicken – and come with a promise: to deliver a crunch that is as bold as the taste.
But as the Delimex brand manager noted in a press statement, this distinctive crunch, while a highlight for many, may not sit well with everyone.
They stated that they recognise that the biggest strength of this product – their crunch and crispiness – may also be what triggers some fans, so they wanted to develop a campaign that playfully warns them about the crunch while also highlighting it as the key element of their new product.
The campaign cleverly balances this “anti-ASMR” approach, warning customers about the loud crunch, while embracing it as a feature that sets the product apart from other frozen quesadilla offerings.
The star attraction is their crispiness, brought to life through an innovative new packaging technology called 360Crisp.
The Technology Behind the Perfect Crisp
Delimex’s new quesadillas are a part of Kraft Heinz’s broader strategy to improve its frozen food offerings.
The 360Crisp technology, first introduced with Lunchables Grilled Cheesies last year, addresses a common frustration among frozen food consumers – soggy exteriors and improperly heated interiors.
This new tech ensures that the quesadillas stay crispy on the outside while remaining warm and melty on the inside. By utilising strategically placed venting and varied heat points, it recreates the sensation of a meal prepared fresh from the oven or stovetop.
For Delimex, this innovation marks the first significant release in over five years, and it comes as a direct response to consumer concerns about the quality of frozen quesadillas. No more soggy tortillas or cheese that fails to melt correctly – 360Crisp promises to solve these issues.
Marketing That Packs a Crunch
The marketing efforts behind the Delimex Crispy Quesadillas hammer home the theme of sound, centering the crunch as both a selling point and a playful warning.
The campaign includes audio-first media buys and is supported by a mobile game developed in Unity that focuses on loud crunching. To maximise outreach, Delimex is advertising across connected TV, online video, and social media platforms like Reddit, TikTok, Snap, and Meta.
Delimex is also pushing its retail presence through in-store promotions and influencer partnerships. The aim is to generate buzz for the new quesadillas while driving home the message that their signature crunch is something worth trying – if you can handle it.
A New Era for Delimex
As Kraft Heinz revamps its frozen food strategy, the launch of Delimex Crispy Quesadillas represents a bold step forward for the brand.
With the introduction of 360Crisp technology and a clever, sound-centric marketing campaign, Delimex is positioning itself as a leader in the frozen Mexican meals category.
Available now at national retailers, these crispy quesadillas are ready to tempt consumers who are in the mood for bold flavours and an even bolder crunch.
In conclusion
The new Delimex quesadillas may not be for the faint-hearted – or for those who shy away from loud eating – but for fans of crispy, flavorful Mexican meals, they offer a satisfying bite and a new experience in the world of frozen foods.
With innovative technology at the core and a clever marketing campaign to match, these quesadillas are more than just a meal; they’re a crunchy delight.
