Kraft-Heinz Is Pushing Its Frozen Food Brand During the Super Bowl With an ‘Edgy’ Campaign

It's the first time Devour will be in the Big Game

David Miami is handling creative for the ad, which will have a “bold” and “edgy” approach for the category. Devour
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Devour, Kraft-Heinz’s frozen food brand, will make its Super Bowl debut this year with a 30-second spot in the third quarter of the game.

David Miami is handling creative for the ad, which will have a “bold” and “edgy” approach for the category, explained Katy Marshall, marketing and sales lead for Springboard brands at Kraft Heinz (including Devour). 

“[Devour] has been growing explosively for us, and it’s really a success story within Kraft-Heinz over the last two years since it launched,” said Marshall. “We have big plans for the brand this year. … We are really excited about the campaign, which we’ve been developing in partnership with David Miami, that really builds on the brand history taking an unapologetic stance for mouthwatering frozen food.”

Marshall declined to share details about the creative execution, rollout or teaser plans for the spot. Marshall also declined to comment on other Kraft-Heinz plans for the Big Game.

Last spring, the company released a tongue-in-cheek campaign in partnership with Deadpool 2 featuring actor Ryan Reynolds.

The Super Bowl will air on CBS on Feb. 3.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.


@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: January 10, 2019 https://dev.adweek.com/brand-marketing/kraft-heinz-is-pushing-its-frozen-food-brand-during-the-super-bowl-with-edgy-campaign/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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