Heinz and Call of Duty are working together to encourage more frequent snack breaks among young gamers. Fans and gamers can tune into Twitch and YouTube to watch Call of Duty: Warzone Pacific streamers who will unveil Heinz Hidden Spots in the game to safely enjoy a snack break while they explore the Caldera map. The Kraft Heinz condiment brand and Activision’s Call of Duty worked with Gut Agency on the activation, which was inspired by research that shows “80% of gamers eat and drink while playing, but it’s much harder to do this in multiplayer games like Call of Duty, where an ill-timed break can cost you the match,” notes Ashleigh Gibson, the brand director at Heinz. QSR and snack brands from McDonald’s to Hot Pockets have been leaning into gaming culture to reach Gen Z and Millennials as of late, and the trend is one way non-gaming brands can tap into youth culture. (Marketing Dive)
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