Devour, a smaller brand in Kraft Heinz's portfolio, snags Super Bowl spot
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Devour is getting a spot in the Big Game, which is a big move up for a frozen dinner line that two years ago tried a Super Bowl-related stunt.
The Kraft Heinz product is a line of dinners, sandwiches and bowl meals aimed at hungry guys. The edgy Kraft Heinz brand (yes, there’s actually an edgy Kraft Heinz brand) debuted in 2016 with somewhat racy and humorous spots using the provocative tagline “Food You Want to Fork.”
In February 2017, Devour opted for a stunt approach, holding auditions for a newcomer to star in an ad that it touted would air during the game. A guy named Jude Flannelly, from Queens, New York, appeared in the 30-second spot, which aired during the game — but in a break on AMC’s Zombie Bowl Marathon, not the Super Bowl itself. In 2018, Deadpool promoted Devour frozen sandwiches ahead of the release of “Deadpool 2.”
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