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.