There’s nothing worse than a soggy, half-frozen quesadilla.

Ok, maybe that’s oddly specific.

But if you’re a connoisseur of frozen foods, you get it. So Kraft-Heinz is introducing new packaging that means their frozen quesadillas are actually crunchy. And the campaign promoting this packaging centres around the sounds of LOUD chewing (you’ve been warned!).

In today's newsletter:

• Kraft-Heinz forces us to listen to loud chewing in new campaign (here’s why making your audience uncomfortable can be a good thing!)

• How to use product placement (without being totally cringe)

• Trend plug - Direct from Domingo

• Ask the Editor - How do I get over being afraid to make video content? 

- Charlotte, Editor ♡

Kraft-Heinz Forces Us to Listen to Loud Chewing in New Campaign

A campaign based on the sound of loud chewing?

Oh, you mean my worst nightmare? Cool cool cool.

Kraft-Heinz have just introduced new and improved packaging for their frozen quesadillas. And they’re using the Misophonia some people have to loud chewers to draw attention to just how crunchy these ‘dillas are.

As much as I hate the idea of this campaign, it’s actually kind of a genius move, and I’ll tell you why.

But first, some background.

Kraft-Heinz is giving its frozen food strategy a well-needed makeover with the introduction of 360Crisp.

This is a packaging technology that keeps products crispy on the outside and warm on the inside by using different venting and heat points. The idea is to recreate the experience of a home-cooked meal.

The campaign addresses consumer annoyances around how sh*t frozen Mexican offerings can be. The tortillas get soggy and the cheese that doesn’t melt properly on the inside.

If you’ve had a bad frozen burrito, you know what I’m talking about.

To counter this, Kraft-Heinz is promoting the crispiness of Delimex’s new frozen quesadillas by emphasising just how loud the crunching will be whenever someone eats one.

[Keep reading]

-Sophie, Writer

How do we feel about product placement?

It has always been so funny to me.

I can’t tell you how much I love watching an early 2000s music video and seeing awkward, glaringly obvious placed products – to the point where it’s almost obnoxious.

The worst example (or best) was Avril Lavigne opening her 'Rock N Roll' video with the line, 'Oh, my Sony phone is ringing.' Even the CEO of Sony would never say that sentence out loud.

This kind of glaringly obvious product placement isn't something we see much these days. That's probably because it kind of takes the viewer for an idiot.

Like, ‘Is it that you think I’m so stuck on the teat of the giant boob of capitalism that I just see and buy?’

Now, product placement has returned, but it's had a makeover. 

It no longer SCREAMS at you. It’s subtle, chic, and seamless.

Ever scroll through TikTok and spot an influencer casually sipping a branded drink while they rant about something? That’s product placement done right.

It’s a sneaky integration of products into influencers’ content that makes you want the product without realising you’ve been influenced. And it can be a game-changer, which is why more and more brands are catching on.

So, how do we use product placement in a way that feels natural?

[Keep reading]

-Sophie, Writer

Trend Plug - Direct from Domingo

Will Ariana Grande ever stop slaying?

After one Saturday Night Live performance, Ariana is once again running our entire For You Pages. On SNL, she, Ego Nwodim, Sarah Sherman, and Heidi Gardner sang a skit called 'Bridesmaid Speech' to the tune of our favourite song, Espresso by Sabrina Carpenter.

The group sings off-key with perfect comedic timing, spilling the tea that their friend Kelsey spent most of her bachelorette trip with another man, Domingo. 

Then, Domingo (Marcello Hernandez) delivers the lines to the groom, 'Hey Matt, came all this way, had to explain, direct from Domingo.' Then, with a cheeky grin, he adds, 'Kelsey's my friend, she's like my sis, but we did hook up though!'

Now, TikTokers are using Domingo's lines to talk about a time they've had to explain themselves to someone. For example, 'me emailing my teacher why i missed my friday night assignment' and 'you're a teacher replying to that one parent who started their aggressive message with, well my child said you...'

How you can jump on this trend:

Use this sound and get ready to embody your inner Domingo. Lip sync to the lines and use on-screen text to describe what you're showing up to explain, and to whom. 

A few ideas to get you started:

• When my work bestie isn't replying to my Teams messages so I roll up to their desk

• Me relaying information my manager just told me to my coworkers

• When you're CC'd and the email isn't addressed to you but you know the answer

-Carter, Intern

Ask the Editor

Q - I want to get started on TikTok but I'm terrified of being on camera. How do I get over the fear? - Mackenzie

Hey Mackenzie!

Don't worry, you aren't alone! Most of us don't love being on camera. You may not like this answer, but the only way to get comfortable making videos is, well, making videos.

And the more you practice, the faster you're going to feel better being on camera (and the more comfortable you'll look!). One easy way to start is by thinking about a question your clients ask you all the time. Pick up your phone and create a short video answering it, just like you were talking to them.

Because you have conversations with your clients about that topic all the time, it should be reasonably easy to film yourself answering that question. I'll bet you can come up with quite a few pieces of video content by doing that.

The truth is, you can't wait until feel 100% comfortable to get started. So you might as well just go for it.

- Charlotte, Editor ♡

p.s. For more tips about getting started on TikTok, check out How to Start Your TikTok from Scratch in 2024 by our own video content strategist, Jony (@jonymlee).

For the group chat

😲WTF: Trump working in Mcdonald’s?
😂Yap’s funniest home videos: Bro’s playing football, life couldn’t be better
❤How wholesome: The guy and his dog got me 😭
🍝What you should make for dinner tonight: Five Guys Patty Melt

Was this email forwarded to you? Sign up here.

Wondering what the heck we do at The ATTN Seeker? Check us out.

Heard about a cool case study we should feature? Hit reply and tell us about it!

Got a question about social media strategy OR marketing? Reply to get it answered in an upcoming newsletter.