Devour, a smaller brand in Kraft Heinz's portfolio, to appear in Super Bowl
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Devour is buying a spot in the Big Game, a big move up for a frozen dinner line that two years ago chose only to do 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 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 said would air during the game. A guy named Jude Flannelly, from Queens, New York, appeared in the 30-second spot, which did indeed air during a gamea break on AMC’s Zombie Bowl Marathon. In 2018, Deadpool promoted Devour frozen sandwiches ahead of the release of “Deadpool 2.”
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