GUT Miami Shows How Crispy Delimex Quesadillas Are in New Spot

Kraft Heinz brand Delimex is shining the spotlight on its newly launched Crispy Quesadillas with its latest efforts. 

Helmed by global creative agency GUT Miami, the new campaign is marked by a spot that highlights the reaction of people once they hear the crunching sound Delimex's Crispy Quesadillas make when someone bites into it. 

While those bothered by the sound of loud chewing reacted in anger, others were intrigued as to what food could produce that level of crunch. 

The quesadillas, which mark the brand's first new product in over five years, are available in two flavors: Char-Grilled Chicken and Chipotle Chicken.

 

 

 

 

 

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By harping on the offering's crunch factor, it hopes to reel in new customers as it shakes up the food category. 

Delimex Marketing Director Maryana Dluzniewski shared the brand's mission, which is to deliver "vibrant, Mexican-inspired flavors in convenient, frozen formats."

By addressing a key pain point among common quesadilla offerings, Delimex's brand marketing strategy hopes to set it as a standard in the frozen food category by promising a crunch like no other. 

Crispy Sounds

The 15-second spot titled "CAUTION: LOUD" kickstarts with a warning: "This video may trigger those who hate loud crunching."

After heating Delimex's Crispy Quesadilla in the microwave oven, several people in an office enjoy the Mexican snack as they bite into its crunchy tortilla.

However, not everyone's pleased with the sound their bites make. 

Other people in the office are shown visibly distressed over the crunch, with one even swiping the quesadilla of his officemate's hands.

"There's no way that's from a microwave," another says in disbelief. 

The spot ends with a hero image of the product, with a call to the viewers to "enjoy at your own risk."

Meanwhile, fast-food chain Taco Bell revived its greatest hits with the recent launch of its "Decades" menu and merchandise.