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. After having catered to a niche audience of young male frozen food users, they weren’t able to grow, and this small base was not enough to justify the brand’s existence. Our best hope to drive sales was to grow consideration (previously at 43%) and first time trial, because we also knew from purchase behavior that repeat incidence (at 38%) was well above industry average (20%).

So, if we could just capture’s America’s attention and convince them to try Devour, they would likely buy it again and again. We had to grow the brand, so the stage we chose to do it, was the Super Bowl.

Devour is not just your ordinary frozen food, it actually looks and tastes great…it’s like Frozen Food Porn. So how do we show that Devour is like frozen Foodporn?

By literally making it Foodporn. Using the brands main attribute (taste),

we created a campaign that demonstrated how people could get addicted to Devour Foodporn as if it was real porn. An idea made intentionally to be relevant to Devour’s very specific target market of young males in their late 20s and early 30s.

In getting to know our young male consumer, we discovered that he is unashamed about giving into his cravings with 59% of them claiming that he values taste about health or any other consideration. (Client Segmentation Study).

Actually, the rest of us aren’t that different, but we’re just not honest about it. 75% of Americans claim that they eat healthy, but in reality, 80% of Americans don’t. (NPR and Truven Health Analytics Poll, 2016).

Most of us also hide our other primal urges. 46% of men and only 16% of women self-report that they watch porn (Akademiai Kiado, 2019). However, according to internet search data, 79% of men and 76% of women actually watch porn (Covenant Eyes Porn Viewing Study).

Our strategy: We took a $5 million risk at the Super Bowl, the biggest commercial stage in America to find more like-minded souls through our shared primal dirty secrets.

Our campaign was launched with an online version of the Super Bowl commercial that told a story of a young man struggling with a Devour “Foodporn” addiction. We then needed the way to amplify our idea of Foodporn on social media and so we created our very own FOODPORN STARS. We turned social media figures like Stormy Daniels (who is a world famous porn star) into FOOD PORN STARS. Our stars shared hot, steamy content on their social media, which was basically just appetizing food videos of our products. The public even started turning themselves into Devour Foodporn Stars by sharing pictures of themselves and the Devour box in funny “sexy” positions. We then turned the heat up even more by taking over Porn Hub and uploading our Devour food videos. We even created our very own Foodporn hotline were people could get help with their Devour Foodporn addiction.

2.3 Billion record breaking impressions

$25 Million in earned media

40+ Million views

MOST VIEWED YOUTUBE VIDEO FROM ANY KRAFT HEINZ BRAND

60% total sales growth

BIGGEST SALES GROWTH IN THE HISTORY OF KRAFT HEINZ