Many of today's gamers enjoy short, fast-paced multiplayer games, and are reluctant to pause mid-game for any reason.

The solution? Heinz Food Fight, a Call of Duty: MWII limited time, in-game, Heinz-themed experience which prompts players to have a 'Real Life Reload' with a healthy Heinz snack, seamlessly tapping into the frequent downtime between rounds.

Limited edition Xbox and PlayStation Reload snack packs, available to buy in supermarkets, include in-game boosts to keep gamers fully-loaded both on the battlefield and IRL.

[one of my entries for D&AD New Blood awards 2023]