Why is Heinz Planning Snack Breaks For Gamers?
With a joystick in hand and eyes glued to the screen, the only thing gamers crave for is food. But how can they take a break during the gameplay? And the stomach rumbles on… Heinz is collaborating with Activision’s Call of Duty to identify hidden spots in the Caldera map for the new Warzone Pacific […]
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With a joystick in hand and eyes glued to the screen, the only thing gamers crave for is food. But how can they take a break during the gameplay? And the stomach rumbles on…
Heinz is collaborating with Activision’s Call of Duty to identify hidden spots in the Caldera map for the new Warzone Pacific release. Fans and gamers can tune into Twitch and YouTube to watch top Call of Duty: Warzone Pacific streamers reveal Heinz Hidden Spots where gamers can enjoy a burger break as they explore the new map.
Hidden Spots’ is part of the brand’s masterbrand campaign. “Eighty per cent of gamers eat and drink while playing, but it’s much harder to do this in multiplayer online games like Call of Duty, where an ill-timed break can cost you the match. We’re helping Call of Duty gamers safely recharge with a burger break in one of the new points of interest on Caldera,” said Isabella Rizzo, VP of Marketing at Kraft Heinz.”
“The launch of Caldera is a unique opportunity for Call of Duty and Heinz to bring our audiences together in new and exciting ways,” said Tyler Bahl, Vice President and Head of Marketing, Call of Duty. “As the community explores and discovers the new map, Heinz is giving them a chance to experience the new Warzone offering in a fun and engaging way.”
Working with Gut Agency, Heinz is making its debut among a growing audience who spend roughly around nine hours each week playing games by connecting with them where they are — inside the game.
As gaming has evolved from a niche hobby to a driver of pop culture, brands have shifted focus on engaging esports creators and their audiences who are often averse to traditional ads. In addition to developing activations designed to interest players, many brands targeting millennials and Gen Z users have also added gaming to their broader marketing plans.
“Heinz is an iconic brand that is used to doing so many incredible things in advertising, so with its debut in gaming, Hidden Spots is yet another way the brand is doing just that,” said Murilo Melo, Executive Creative Director at GUT São Paulo.
“Gamers usually say that campers are cowards for hiding to ambush other players, but with the world’s favourite ketchup brand partnering with the world’s favourite gaming franchise, Heinz is here to help gamers eat in peace as they fight in the warzone. We’re excited for hungry gamers to find these Hidden Spots and hope they’re now able to pass the Heinz without the risk of passing away in the game,” he added.
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