Disruptive Frozen Food Brand Shares NSFW Content of Mouthwatering Meals
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/.
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.
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