Frozen food is expected to be soggy. Delimex set out to make it loud.

To launch Delimex’s new Crispy Quesadillas, we created The Crispy Test, a social-first campaign designed to trigger misomphonia. We warned people who hate loud chewing sounds, then served them anyway.

In hidden-camera style videos, sound-sensitive participants sat next to unsuspecting tasters. The crunch was impossible to ignore.