Devour Foods Gives “Food Porn” a Whole New Meaning

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Devour Foods Gives “Food Porn” a Whole New Meaning

Every year on the first Sunday of February, hundreds of millions of Americans come together for one special event, the Super Bowl. While many viewers watch for the excitement of the two best teams battling for the ultimate title, Super Bowl Champion, a large amount of the viewership consists of people looking to be humored and astonished by the novel commercials and the excitement that comes with them. Due to the large viewership, advertisers will dish out large sums of money to get their 30 seconds of attention from the massive audience.

To avoid being drowned out in the crowd of commercials, each advertisement attempts to stand out among its competitors. A brand’s attempt to differentiate itself from the rest can result in huge rewards, but these possible rewards do not come without their equal risks. Sometimes a campaign can result in heavy backlash and negativity, as was seen with the negative response to the Pepsi campaign featuring Kendall Jenner.

This is where Devour, a Kraft Heinz company frozen meal brand, comes into play. During the 3rd Quarter of the 2019 Super Bowl between the New England Patriots and the Los Angeles Rams, Devour Foods aired its second ever Super Bowl commercial. This commercial played with the “#FoodPorn” trend from Instagram, which has been used over 187 million times. Technically Devour released two commercials; one uncensored version which was released before the big event and almost immediately denied by CBS for it’s inappropriateness, and one censored version created for the actual broadcast. Through many innuendos and suggestive situations, the commercial portrays a man with a “Food Porn” addiction and its effects on his spouse.

While the commercial aired on TV wasn’t nearly as inappropriate as the uncensored version, some viewers still believe the company went too far with the aired commercial, and absolutely crossed the line with the uncensored version. Even though it’s unlikely that the younger viewers standing outside of the target audience would understands this enough to be offended or surprised, it could still spark enough curiosity to lead to an internet search for the commercial, which we all know too well can lead you to many other unexpected places, as the internet tends to do.

If this part of the Devour campaign didn’t cross any lines for you yet, maybe this will. Outside of the commercials, this campaign also included a “Food Porn Hotline” (1-83-FOODPORN) that opens with a sultry woman’s voice whispering “Hey, Saucy … Are you ready for some oral pleasure?” and then proceeds to describe different dirty descriptions of the Devour meals.

The last piece of the campaign is what really divided people’s opinions of the brand. Devour posted their video to the website Porn Hub, an adult entertainment platform, and also purchased banner advertisements on the website advertising their food.

Associating your brand with a heavily stigmatized industry, like the pornography industry, is a dangerous stunt that could have the ability to ruin your brand. The long term effects of this advertisement have yet to be seen, but in the short run the company has succeeded in one goal, getting consumer attention. Within one week of posting the uncensored video to Youtube, the video reached 9 million views. One week after that, the number nearly doubled.

Whether or not Devour crossed any lines with this campaign is a matter of opinion. Some will shun the brand and vow to avoid it at all costs, and others may praise the company for its daring attempt to stand out.

What do you think? Did the advertisement go too far to achieve its’ goal for viewers’ attention, or did the inappropriateness make it stand out as a memorable brand? Leave a comment below to share your thoughts!


2 Comments

Kylie Ross

Kylie Ross

February 11, 2019at 7:33 pm

I understand that Devour Foods has created controversy over their “food porn” campaign, but I do believe there are many pro’s and con’s to it. It has drawn a lot of attention to the brand because of its ruthless and humorous strategy, but if I were a parent watching television with my children I would feel very uncomfortable if this ad came on. I, personally, think that the ad is super funny and I enjoyed being informed about it through your post!

Dakota Wilson

Dakota wilson

February 11, 2019at 9:30 pm

As the world become more and more dependent on the frozen food section, companies are having to find their own way to stand out. Your post upon devour foods conveys this idea in its full fledged form. I understand where the ad was coming from as well as where you were. The one area that I believe takes it too far is the link to Pornhub.com. There was relatively no need for that and it will cause children to possibly want to know what the site is, and also just simply google the term porn. I agree with you that this approach was a bit too far.

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