2023 Winner

Kraft Heinz’s Delimex wanted to introduce its taquitos to gamers authentically. “Feeding Gamers,” by The Kitchen, was inspired by a gaming term called “feeding” – the act of dying repeatedly, serving the enemy team easy wins. The in-game activation met players on their own turf in three of the year’s biggest games: Call of Duty: Modern Warfare 2, Warzone 2.0 and Overwatch 2. Every time a player killed one of the Delimex characters, who hung out at in-game food spots, they were sent a coupon code for a free box of taquitos. This was supported by top Twitch streamers, and gamers shared their clips on Reddit and Discord. The final tally? More than 40 million gamers were reached, 11,500 taquitos were sampled and there was a 905% increase
in social media traffic.

Credits

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

Client - The Kraft Heinz Company
Megan Lang - Director, The Kraft Heinz Company
Lauren Nowak - Brand Manager, The Kraft Heinz Company
Santa Granta - Production Manager, The Kraft Heinz Company