Devour was launched 3 years ago in a saturated frozen foods category that is all about functionality. The brand had a bold ambition to show that it can be as craveable as any food. What better way to say that you’re craveable than being considered as #Foodporn, a hashtag used 194 million times on Instagram alone. This was a perfect way to speak to the core market of Devour, which is males in their 30s.

The idea behind this radio campaign was to show that Devour frozen foods is so good that it’s like the Foodporn of frozen food meals. In these executions we have people who struggle with this foodporn addiction and loved ones tell us how it’s like to live with such an addiction. The campaign features 3 spots, which is 3 different points of views of foodporn addiction. First we have someone who is addicted telling their stories, then we have their girlfriend and best friend in the other 2 executions. We used a testimonial executional style in the campaign to keep it in the world of “addictions”.