Devour Offers Plenty to Swallow with New Spot

Its first ever Super Bowl commercial, Devour is celebrating its frozen meal offerings as food porn with an intentionally provocative campaign.

Frozen food label, Devour, has unveiled its Super Bowl commercial. Taking on a quirky theme, the sixty-second spot, slated to air during the third quarter of the Big Game on 3 February 2019, is the highlight of a deliberately provocative advertising campaign, while inspired by the marque’s popular meals.

With more than 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. The brand is leveraging said hype to take its ‘craveable’ offerings further as well as disrupt its category.

The creative was developed by DAVID Miami, with VaynerMedia spearheading social and digital activations. Established in 2016, Devour frozen meal options, which feature tender meats, creamy sauces, crispy crusts, and gooey cheeses, are available at retailers across the United States.

Its first Super Bowl advert, the Devour film depicts a woman struggling with her partner’s insatiable addiction to frozen food. From homemade meals to food porn videos, she tries numerous tactics to change his eating habits but fails to return the person who is now a ‘three-minute man’ back to normal.

With plans to build excitement around the push in the lead-up to the Big Game, the brand is introducing 1-83-FOODPORN. The hotline will be live throughout the game. The brand’s fifteen varieties include Buffalo Chicken Mac & Cheese, Loaded Potatoes with Angus Beef & Bacon, and more.

“We are known for our unapologetic point of view, and we knew our first Super Bowl spot had to be just that. Some may say our new commercial is too hot for television. We’ll let the audience decide,” said Katy Marshall, Marketing Lead for Springboard, a new brand platform that includes Devour.