Delimex Launches Brand Revamp, Flavor Campaign

Delimex’s Mexican food has revamped its package and kicked off a new summer campaign.

The GUT agency is responsible for the creative. The crunchy taquitos campaign is running via OOH, TVC, OLV/OTT and paid social.

The Kraft Heinz company brand is part of a $6 billion frozen-snack category, per the Mintel 2021 report. Mexican-inspired street snacks comprise a large part of that growth sector.  

Refreshed Delimex products include beef corn taquitos, chicken corn taquito, chicken and cheese flour taquitos, beef and cheese flour taquitos and beef and cheddar-rolled tacos. They are available in Walmart, Target, Amazon and Kroger.

“As a brand, we are all about bringing bold, delicious flavor to life’s dullest moments,” said Rachel Drof, director brand communications, Delimex. “We are excited for fans to try our new and improved product and experience the golden crispy shell, melty cheese and shredded meat giving your senses a moment to come alive.”



To augment the campaign, Delimex teamed with two artists, Ale Ballesteros and Raul Urias, to create murals in Dallas and Baltimore, respectively. The murals, also used in ads, such as "Skeletons," highlight popular Mexican art imagery. Dallas features the alejibres, Mexican spirit dogs, and Baltimore highlights the painted skeleton.

GUT clients include Popeyes, Michelob Ultra, Lyft, Google and SIXT.

Kraft Heinz, a food-and-beverage giant, had 2020 net sales of approximately $26 billion.

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