DEVOUR Reveals Uncensored Food Porn Commercial for Super Bowl LIII

Disruptive Frozen Food Brand Shares NSFW Content of Mouthwatering Meals

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Wednesday, January 23, 2019 7:00 am EST

Dateline:

CHICAGO

CHICAGO--(BUSINESS WIRE)--DEVOUR™, the 3-year-old disruptive frozen food brand, debuts its uncensored sixty-second Super Bowl commercial today. Inspired by the brand’s mouthwatering and craveable line of frozen meals, the new ad shows how DEVOUR food is so good, it is actually frozen food porn.

With over 184 million #foodporn tags on Instagram, the movement of sharing melty cheese pulls, elaborate table spreads, and overflowing bowls of pasta has reached a new height on social media. DEVOUR plays into this obsession with mouthwatering food by dialing up the taste and maxing out the flavor in every bite, with tender meats, creamy sauces, crispy crusts and gooey cheeses. Since its launch in 2016, the brand has shaken up the traditionally bland and boring frozen meals category by taking an unapologetic stand for its craveable frozen foods. Now, it plans to take the same bold approach to the Super Bowl stage with an unconventional and provocative advertising campaign.

DEVOUR 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 perhaps most memorably, in his garage. She tries several tactics to entice him away from DEVOUR, 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. 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.

DEVOUR originally launched with its “Food You Want to Fork” campaign, which put a provocative spin on its line of craveable meals. The meals come in 15 bold varieties, such as Buffalo Chicken Mac & Cheese and Loaded Potatoes with Angus Beef & Bacon. Last year, the brand partnered with Deadpool 2 to release its new line of premium frozen sandwiches, and also launched a line of Instant Bowls that are shelf-stable.

The brand’s thirty-second spot will air during the third quarter of the Super Bowl on February 3, 2019. The campaign was developed by DAVID Miami. VaynerMedia is leading the brand’s social and digital activations. Check out the uncensored sixty second spot on YouTube.com.

DEVOUR frozen foods are available at retailers nationwide. Visit www.devour-foods.com for additional information. Share your DEVOUR food porn addiction during the big game with @DEVOURfoods using #DEVOURfoodporn on Instagram, Twitter, and Facebook.

DEVOUR Ultimate Man Cave Sweepstakes

NO PURCHASE NECESSARY. Legal residents of the 50 U.S. (D.C.), 18 and older. Void where prohibited. Sweepstakes starts 1/25/19 and ends 4/1/19. For Official Rules, entry requirements, and complete details, visit https://www.devour-foods.com/sweeps. Sponsor: Kraft Heinz Foods Company.

ABOUT DEVOUR TM

DEVOUR was created in 2016 on the belief that all food should be mouthwatering. Period. End of story. In each DEVOUR frozen meal and sandwich, we dial up the taste, max out the flavor and turn up the texture. With tender meats, creamy sauces, crispy crusts and gooey cheeses, all DEVOUR products are ridiculously delicious. DEVOUR is available in frozen aisles nationwide. For more information, visit www.devour-foods.com

ABOUT SPRINGBOARD

Springboard is a new platform from The Kraft Heinz Company dedicated to nurturing, scaling, and accelerating growth of emergent, disruptive US brands within the food and beverage space. The Springboard platform is seeking opportunities to develop brands with authentic propositions and inspired founders within one of four pillars that are shaping the future of the food and beverage space: Natural & Organic, Specialty & Craft, Health & Performance and Experiential brands. For more information, visit www.springboardbrands.com.

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Contact:

Lynne Galia
The Kraft Heinz Company
847-646-4396
lynne.galia@kraftheinzcompany.com

Brooke Scher Mogan
ALISON BROD MARKETING + COMMUNICATIONS
212-230-1800
brooke@alisonbrodmc.com

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