Last week, Kraft-Heinz’ DEVOUR line debuted a minute-long video to launch its newest campaign ahead of the Super Bowl – and it’s edgy, to say the least.
The frozen food brand’s new message attempts to capitalize on the “food porn” trend, a common hashtag and label associated with delicious-looking food on the internet. Nobody thinks of frozen food as being particularly appetizing, but DEVOUR is trying to change that.
The brand launched the video in similarly unique ways, even going as far as to advertise on NSFW sites.
Risky? Definitely. Attention-grabbing? For sure.
A 30-second (and likely heavily censored) version of the ad will be featured during the third quarter on Sunday, and it’ll be a while before we know whether or not the gamble paid off. But you certainly can’t criticize Kraft-Heinz for playing it safe!