Kraft Heinz’s Devour brand is aiming to tantalize Super Bowl viewers with a sexually suggestive, “uncensored” 60-second ad (below) that will presumably be tamed a bit in the 30-second version to air in the game’s third quarter.
The long version has a woman relating faux-shocking details about how her husband has been acting since he became addicted to “food porn” — meaning Devour frozen meals. At one point, she offers an eyebrow-raising double entendre, confessing that his addiction has turned him into a “three-minute man,” as the microwave shows that it’s timed to cook for three minutes.
“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,” says the brand in the ad release, freely acknowledging that Devour is “playing into this obsession.”
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The ads, from VaynerMedia, are being accompanied by promotions including a “1-83-FOODPORN” hotline offering "seductive descriptions of mouthwatering frozen meals"; a partnership in which Barstool Sports personalities will drive a Devour RV “man cave on wheels” to Atlanta; and a sweepstakes offering prizes of a freezer and a year’s supply of Devour frozen meals, as well as a grand prize of an “ultimate man cave.”