Kraft Heinz Makes People "Want to Fork" Its New Product 'Devour'
Erica Francis — August 6, 2016 — Life-Stages
References: adweek & adsoftheworld
'Food You Want to Fork' is the slogan to Kraft Heinz's 'Pool Boy' ad. The provocative but comedic bit plays on the concept of infidelity to promote its new brand of frozen meals called 'Devour.' The characters are reminiscent of those 'rich house wife' type shows but unlike most TV dramas, the husband in this situation isn't upset about the talk happening between the pool boy and his wife. What he's really mad about is that the young half-naked man is chowing down on his Devour meal. The commercial then ends with the words 'Food You Want to Fork' before introducing Kraft Heinz's new product.
The sensual and comedic ad is definitely targeting young Millennial American men. The commercial appeals to their supposed manly and ravenous side while using humor to sell the company's product.
The sensual and comedic ad is definitely targeting young Millennial American men. The commercial appeals to their supposed manly and ravenous side while using humor to sell the company's product.
Trend Themes
1. Provocative Advertising - Brands can use controversial but humorous ads to capture the attention of targeted demographics and increase brand awareness and sales.
2. Convenience Foods - The popularity of frozen and pre-packaged meals is growing, creating an opportunity for companies to enter and innovate within this market.
3. Targeted Marketing - Effective marketing involves a deep understanding of a specific demographic and tailoring campaigns to their wants and needs.
Industry Implications
1. Food and Beverage - Companies in the food and beverage industry can use provocative ads and targeted marketing to increase brand awareness and sales of their products.
2. Advertising - Ad agencies can specialize in creating controversial and humorous ad campaigns for brands looking to appeal to specific demographics.
3. Packaging and Design - The growing market for frozen and pre-packaged meals presents an opportunity for companies specializing in innovative packaging and design.
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