This racy Devour commercial won't air in the Super Bowl
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The 30-second version of the Devour spot set to win CBS’s nod for TV airtime is likely to be a lot less racy. Releasing the so-called uncensored version well ahead of Super Bowl Sunday is a tactic Devour is using to generate more buzz for its brand, a growing but small name in the Kraft Heinz portfolio. Super Bowl ad buyers including Go Daddy and SodaStream have tweaked commercials to meet the approval of network censors in the past.
Devour’s broader campaign has plenty of food porn references, which comes as no surprise when looking back at the brand’s first work from 2016 and its reliance on the tagline “food you want to fork.”
Other new plans include setting up the hotline 1-83-FOODPORN to dish out some seductive descriptions of frozen food, sponsoring an RV that will take members of the Barstool Sports team to Atlanta, and running a sweepstakes with prizes including a year’s supply of meals.
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