Devour's Super Bowl ad addresses ‘frozen food porn’

Devour, Kraft Heinz Springboard platform’s three-year-old disruptive frozen food brand, has released its ‘uncensored’ 60-second Super Bowl commercial, and it’s inspired by porn addiction.

To promote the brand’s “mouthwatering and craveable line of frozen meals,” according to a release, the new ad shows how Devour food is so good, it is actually frozen food porn.

Devour plays into the social media #foodporn obsession with an humorous and provocative advertising campaign.

The brand’s first-ever Super Bowl spot tells the story of a girlfriend who is struggling with her boyfriend’s insatiable addiction to frozen food porn. He can’t stop watching, eating, and at one point even smelling Devour at home, in the office, and even in his garage.

The spot uses all the stereotypes of porn addiction, from the man’s embarrassed quick closing of his laptop as he views a bowl of pasta to sticky hidden magazines and spent napkins under the bed, to a pretty blatant masturbation sight gag.

The girlfriend tries several tactics to entice him away from his habit, making him a romantic homemade meal and even watching amateur food porn videos, but her efforts go flaccid. Frozen food porn has already made him into a “three-minute man.”

“Devour is known for its bold and unapologetic point of view, and we knew our first Super Bowl spot had to be just that,” said Katy Marshall, marketing lead for Springboard, a platform dedicated to nurturing, scaling, and accelerating growth of disruptive food brands, including Devour. “Some may say our new commercial is too hot for TV. We’ll let the audience decide.”

The brand has an ambitious plan to build excitement around the campaign in the lead-up to the Super Bowl. It is launching 1-83-FOODPORN, the first food porn hotline with seductive descriptions of mouthwatering frozen meals. Hungry callers can imagine laying in a bed of tender noodles, cozying up with melty cheeses, or treating their taste buds to smoky sausage and hunks of Angus beef. The hotline will be live through the game.

Devour is also partnering with Barstool Sports to launch the Devour RV, a man cave on wheels for Barstool personalities to take on the road to Atlanta. The brand will sponsor Barstool’s social media and podcast content on the road featuring Barstool’s Big Cat, PFT Commenter, Rone and Kate. In addition, Devour is also giving 15 lucky fans a chance to win a branded freezer and a year’s supply of frozen meals through its first ever sweepstakes. One grand prize winner will receive the Ultimate Man Cave, which also includes a year’s supply of Devour foods.

The brand’s 30-second spot will air during the third quarter of the Super Bowl on. The campaign was developed by David Miami. VaynerMedia is leading the brand’s social and digital activations.

Fans are encouraged to share their #Devourfoodporn posts on Instagram, Twitter, and Facebook.

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