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.”
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.”