Devour's Super Bowl Ad Features a Boyfriend Addicted to its Food Porn

Devour, the Kraft Heinz-owned disruptive frozen food brand has released an 'uncensored' 60-second version of its Super Bowl spot. 

Created by DAVID Miami, the ad is a tongue-in-cheek take on porn addiction, demonstrating how the brand's 'mouthwatering and craveable line of frozen meals' is so good that it is in fact frozen food porn. 

It 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 perhaps most memorably, in his garage. She tries several tactics to entice him away from Devour, x=making him a homemade meal and even watching amateur food porn videos, but her efforts are fruitless. 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 new 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 Big Game, and is working with VaynerMedia on social and digital activations. Devour 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 partnering with Barstool Sports to launch the Devour RV, a man cave on wheels for Barstool personalities to take on the road to Atlanta. Devour will be sponsoring Barstool’s social media and podcast content on the road featuring Barstool’s Big Cat, PFT Commenter, Rone and Kate. Devour is also giving 15 lucky fans a chance to win a Devour 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.

Food Porn will air during the third quarter of the Super Bowl on February 3, 2019.