De­vour takes stab at ‘food porn’

USA TODAY US Edition - - SPORTS | NFL - Erik Brady

Pot­ter Ste­wart, the late Supreme Court jus­tice, couldn’t de­fine pornog­ra­phy but fa­mously said, “I know it when I see it.”

Yes, but could he have tasted it? De­vour frozen foods will have a 30sec­ond ad in the third quar­ter of the Su­per Bowl that styles its prod­uct as “food porn.” The comic ad fea­tures a fraz­zled food-porn ad­dict and his for­lorn wife. Think high calo­rie meets low com­edy.

De­vour re­leased an un­cen­sored 60sec­ond ver­sion on YouTube, and let’s just say that it’s NSFSB — Not Safe for the Su­per Bowl. The run­ning joke: This man is a mas­ter of the mi­crowave, but not of his own do­main.

The 30-sec­ond ad sched­uled to run dur­ing the Su­per Bowl tele­cast will be a tamer ver­sion of the longer one.

“It’s ob­vi­ously an ab­bre­vi­ated ver­sion that we feel is ap­pro­pri­ate for the Su­per Bowl au­di­ence,” Katy Mar­shall, head of mar­ket­ing for the brand, says. “We’ve worked dili­gently with CBS over the last few months to ex­e­cute a spot where both par­ties could agree.”

De­vour was launched by Heinz Kraft in 2016 and its ads have been provoca­tive from the start. Orig­i­nal slo­gan: “Food You Want to Fork.”

As a lead-up to Su­per Sun­day, the brand of­fers a satir­i­cal food-porn hot­line. “Hey, Saucy,” whis­pers a women’s voice when you call. “Wel­come to 1-83FOODPORN, by De­vour.” You press 1 to hear about Buf­falo Chicken Mac & Cheese, or 3 for Loaded Pota­toes with An­gus Beef and Ba­con.

The brand is aimed at men. “Ac­tu­ally, we know from the pur­chase data that both men and women buy them, be­cause de­li­cious food is re­ally for ev­ery­one,” Mar­shall says. “But the pri­mary tar­get for De­vour has been male, based on the spe­cific un­met need when we were de­vel­op­ing the brand.”

The tag line at the end of the 60sec­ond ad: “Never just eat, De­vour.”


De­vour frozen foods takes ‘food porn’ to new level in on­line ad.

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