Delimex Crispy Quesadillas Pack a Crunch in Cheeky Spot

The Delimex brand is expanding beyond taquitos with the launch of new Crispy Quesadillas, marking one of the brand’s first new products in over five years. Available in both Char-Grilled Chicken and Chipotle Chicken, Delimex Crispy Quesadillas pack bold flavour, juicy chicken, and gooey cheese in a perfectly crunchy tortilla. The new offerings leverage Kraft Heinz’s proprietary 360CRISP technology to deliver restaurant-quality quesadillas boasting pan-fried crispiness straight from the microwave.

The campaign from GUT features four hero video assets that show real-life reactions to the crispiness of the quesadilla from people who have a known dislike for the sound of loud chewing. Watch as one friend smacks the quesadillas out of another’s hands while a woman walks out of an office to avoid hearing her sister’s crunching bites across her cubicle, and a husband irately and disgustedly asks his wife if she really needs to do that [chew that loudly]…

Across video, social media, and even on boxes of Delimex Quesadillas in select retailers nationwide, a playful warning label adorns content/the boxes, warning fans of loud crunching sounds ahead and to enjoy at their own discretion.

Quesadillas are one of the most beloved menu items in American restaurants today, and many people want to enjoy them at home without the hassle of cooking from scratch. However, most are dissatisfied with the current quesadilla offerings in the frozen aisle, citing soggy tortillas, cheese that doesn’t melt, and lack of crunch as key pain points. As the Mexican frozen food market in the United States continues to grow, Delimex identified an opportunity to leverage Kraft Heinz’s innovative 360CRISP microwave technology to provide an answer to these pain points with its new, crisp-from-the-microwave quesadillas.

“Founded by Oscar Ancira Sr., a Mexican-born entrepreneur, Delimex delivers vibrant, Mexican-inspired flavours in convenient, frozen formats,” says Maryana Dluzniewski, marketing director for Delimex. “As we look to elevate Mexican-style frozen foods beyond taquitos, we’re redefining what’s possible through innovative technology. We’re taking bold steps forward to deliver crave-worthy offerings that will delight our fans."

“Delimex has always prided itself on delivering vibrant, Mexican-inspired flavours in convenient, frozen formats. As we look to elevate Mexican-style frozen foods beyond taquitos, we’re redefining what’s possible through innovative technology and taking bold steps forward, including with our creative marketing. We recognize that the biggest strength of this product – our crunch and crispiness – may also be what triggers fans, so we wanted to develop a campaign that playfully warned them about the crunch while also highlighting it as the key element of our new product.” said Lauren Nowak, brand manager, Delimex.

Delimex Crispy Quesadillas mark the second innovation that leverages Kraft Heinz’s 360CRISP technology, underscoring the company’s ambition to reinvent and revolutionise the frozen food category. By pushing the boundaries of what frozen food can deliver, Kraft Heinz continues to create products that are both convenient and delicious, meeting the demand for quick, satisfying and exceptional meals at home.