Devour Has Food You Want To Fork
August 9, 2016 55 Comments
There’s nothing inherently wrong with using sex in advertising. While you can debate the validity of the adage “sex sells”, it does exist for a reason. But one of the problems that comes up with sexy commercials is that they often come across as limp, uninspired, and unoriginal. The kind of idea that gets brought up when nobody has anything better, and you just want to go home (or to lunch). In this case though, I guess that lame idea worked for Kraft Heinz (forgot they merged) in these spots for its new male-targeted frozen meals, Devour. The first ad involves a mechanic talking dirty to his bacon mac & cheese and spanking it with his fork. The second one has the classic scenario of the pool boy and the bored housewife. He really enjoys his chicken enchiladas, and they both love the creaminess of the meal. These ads are a big yawn for me.
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They’re pretty gross. But what do you expect from a company trying to market to and take advantage of young adults.
“Fork”
was in reference to a commonly word, used to express their exclamation of almost anything today, “f**k”. For lack of any other intelligent word, they fall on the dumbed-down of “f**k”. For a food company to belittle themselves into using the lowest common denominator in language in reference to the food they are selling is disgusting. Their adversing has reached the bottom. So sad for our language and our civilization.
I HATE these commercial. There not secy, they are just stupid and juvenile. I will never purchase this brand, ever.
I agree Kathryn. You will never find any of these foods in my house. Disgusting.
Why do these companies feel that sex will sell the food? It makes me sick that there is no censorship on television. I can’t let my kids watch a lot of the shows, now I have to guard the commercials. Too much freedom people, show some class.
Don’t like commercial,
I hate these commercials. I find them offensive.
Extremely offensive. How do you explain to your small children what that commercial means? They need to take it off. Needs to be banned! And while they’re at it, get rid of the condom, viagra and sex lotion commercials. Kids don’t need to see this crap!
The spank commercial is just freaking stupid and juvenile it’s absolutely ridiculous awkward and should be taken off the Aire
I saw the mac and cheese commercial for the first time today. UNBELIEVABLY gross, sleazy, tacky, and disgusting. I am shocked that Kraft would lower themselves this way. I told my mom about it and she said add her voice to the disgust we feel. Whoever thought up such slime and whoever OK’d it should both be fired.
I will NEVER buy this because of a grown man spanking his meal. It’s disgusting. Even if the food is absolutely delish, I couldn’t bring myself to eat it because of this commercial. If I can reach the remote in time, I mute this absolutely gross commercial. PS: I am in my 40s so I’m not sure what their target market is, but it’s definitely not grown women wanting to see to middle-aged men getting sexual with their food!! YUCK!!
I think they are fantastic….we are too closed minded in this society….Im glad I lived in Europe, Asia and Latin America for a while to experience other cultures….
I think the argument is against the relevance of sex in ads that have nothing to do with sex. Not to mention the fact these ads feed the stereotype that men are only interested in sex. Spanking pasta? Really?
And the rest of us wish you would go back to one of these cultural Meccas and never return.
Here we go again. Who do these advertising companies employ? A bunch of pre-pubescent 12 year olds? Using sex in ads that have nothing to do with sex is the equivalent of a flashing neon sign that reads “I’m unoriginal and have no real talent in creating content so I’m using the age-old standby (sex) and hope that viewers are too stupid to notice”. Nexxxtttt!
Yes!
Samuel L Jacksons credit card commercial was removed because he said “damn”! Why aren’t parents outraged by spanking your noodles and forking your food??? These commercials should be removed from television!
I cannot believe people stoop so low… I will never buy any of their food products and I don’t know which is lower the actors in the commercial or the company.. it is disgustingly sick.
We love food, enjoy food. We need food for survival but we also get a satisfaction from eating a good meal. I am so discusted that they are trying to blur the lines between food satisfaction and sexual satisfaction. Both separately are an enjoyment but mixing them is sick and demented.
Let’s please make this backfire and send an unmistakable message to this company.
I did leave several messages with the marketing department.
As a successful retired professional in that area, I expressed all of the same similar negative comments expressed here. That’s what it takes to get the commercial removed! I’ve done it before! Everyone speak up!
I’m going to stop buying your products. this commercial is disgusting. I cut the sound or turn it off every time it comes on. I will no longer buy kraft or heinz products. it has become a new mission. how dare you ruin foods that I would normally buy.
This is a very inappropriate ad. Will stop buying your products. Shame on you guys!
“”Did you just spank your lunch?””
How imbecelic. I missed my calling in the advertising industry. The height of stupidity. Only a deplorable Democrat that lives off of the government sitting around watching mindless TV all day would find any humor in these commercials.
Though if we are getting political about these dumb commercials (we shouldn’t), the states that proportionally receive the most welfare benefits are deeply Republican…
You can thank the blue dog, southern Democrats in our state governments for that. In my home state of Louisiana, most of our state legislators used to be Democrats and switched over to the GOP in the last 10-20 years. They never agreed with Governor Jindal (R) on anything and he vetoed all their increases in gov’t spending.
As soon as a blue governor took office, they jumped at the opportunity to expand Medicaid and pass many other increases in government spending. Hypocritical conservatives have destroyed this state and pundits like Bill Maher mock our economic situation as an example of failed conservative policies, when in reality we have liberal Republicans who have ruined the state with their big government policies, all the while finding a way to cut funding for important things like TOPS and sending the entire once-booming film industry packing.
My dad is now on a four-day work week and very concerned about losing his job because business has been on a steady downward spiral for the past year. Thanks, Governor Edwards!
I emailed the Marketing the department.
Expressed the same opinion as most of your comments below!
Do the same and it will soon be removed- if they get enough negative comments!
I’ve done this before, and it worked.
I am a successful retired Marketing Director.
🎉
These ads make me want to vomit. Two middle-aged, heavier, unattractive men talking about sex is the last thing that’s going to make me want to eat the meal you’re advertising. Not to mention the food itself looks pretty damn gross.
If you have to use sexual references to sell your product, you should fire whoever is writing these commercials. Your commercial is so ridiculous it makes me wonder who should really be “SPANKED” Every aspect is disgusting as are you
Really? Spanking your mac & cheese? I find this commercial offensive and I have a food sense of humor and am usually quick to the double entendres wink and laugh. Suffice it to say, I am no prude but this commercial just makes me sure I’d never purchase this product. This is one woman’s opinion.
These commercials are absolutely appalling. I hate that they are so sexually suggestive and on when young children are able to see them. I turn the channel when they come on..I have no interest in buying these products..
I love the commercials. Maybe the rest of you should spank your lunch and relieve some of your ass crammed tension.
Stupid!
The spanking-your-lunch commercial is yet another imbecilic example of messed up minds celebrating food, rather than celebrating intellect; and did I forget to mention, it also reflects the current culture’s childlike obsession with sex as a tool, rather than as a tempest.
As of this mome t I refuse to purchase ANY Heinz/Kraft products and boycot any tv shows that have their commercials during their programing…several of my friends are doing the same…its bad enough that Hollywood has gone to hell, now the suggestive filth its on daytime yv commercials..
I didn’t stumble upon this, I went looking to find what sick company made these commercials after seeing it just now on TV.
Please, please, please get involved!
https://onemillionmoms.com/current-campaigns/devour-has-succumbed-to-tasteless-advertising/
I will no longer buy any kraft foods until the sexist filthy commercials are dropped and I will post on Facebook and start a petition against all these commercials. I am shocked that kraft foods has stooped this low
It is admittedly funny…but I would NEVER buy
Buy this brand. I’m just one customer to protest but I’m offended by it. Kids watch commercials too
Absolutely disgusting commercials. I would never buy anything from this company and neither would my friends and family.
Your tv ads are disgusting! Very disappointed in your company for the sexually suggestive language and filming. Now children who watch these ads may imitate the actions and words, not really understand the underlying meanings. I think you should pull your current tv ads and pursue a different more mature sales program.
Spanking your food in a sexual manner ? The catch phrase is “food you wanna fork “! What in the Pat Robertson is going on with your food commercial? Very rude , crude and unappealing to the women consumer who makes up a large portion of your buying audience . Unfortunatly youve sank to the low depths of the old adage of sex sells . Sorry but today is National Womens day and we dont take too kindly to the male sexualization of food and a man spanking it and the tag line reading food you want to fork . I say “fork you ” fork Devour for its lousy campaign ads and i hope your sales drop .
Commercial is just plain disgusting. Nothing creative about it. Filth!! Take it off the aire!!
Shame on the television stations that play these commercials. Dont you realize that we are sick n tired of the sick sexual commercials ENOUGH!!
The commercial is really offensive.
A very offensive commercial. Food you want to fork- thinly veiled wording. Hate this sf and sds like this.
What has happened to our moral compass??This ad is outrageous and it insults the intelligence of the public they are trying to sell to .
This commercial ranks up there in classless advertisements with the “Keister” ad as well as the shaver ad with the plants covering female genital area. While I generally don’t care or comment on such things, it really is getting out of hand, children don’t need to see this type of advertising. I am personally boycotting products that use this type of tactic! Lets get some class, or are you pit of ideas?
I will not buy your product due to your ads that are unfit for children to watch.
These ads are blatantly stupid. totally lack any creative merit and are an insult to viewers. Will not purchase any of their products, and have informed the grocery stores who carry them.
Disgusting, juvenile and offensive.
I have written several times to complain about this insipid and disgusting commercial, but it is still running. I would never buy any of these products, which are expensive, calorie loaded and marketed by a company that has no better sense than to run this awful ad (I won’t even watch the other one)
Hate the commercial. My 9 year old daughter is a very intelligent and curious child. She asks questions about everything. We closely monitor what she is exposed to. How in the world can we protect oyr children when these types of things pop up on channels they watch? And how to we explain in an honest manner? I don’t care how good the food may be. It will not be coming in my house until this company learns how to properly advertise their product without doing it in a borderline X rated mannet.
I agree that this commercial is in very bad taste and very disgusting. It is on tv at a time that children are around…….I will also NEVER, EVER purchase this food, and tell everyone I know about the nature of this commercial and also encourage them to boycott this food. Grow up advertising “geniuses”. Stop being disgusting to try to sell a product!!!!
Our family will not be purchasing these items due to the ridiculous commercials. Completely unnecessary to refer to sex while selling food!
I will NEVER buy these products. We have enough deviant thought and behavior in our world. We don’t need to use it to advertise food. Shame on you! How childish and immature. Bring it up a notch will you?
I bought the food before I saw the ads. This was their response to my email, below…
Thank you for visiting http://www.kraftfoods.com/.
I wanted to thank you for sharing your concerns with us about our advertising. Your comments are important to us, we do take them seriously and I want to assure you that I will share them with our advertising staff. That said, I can’t promise that you won’t see this ad again.
We consider our advertising the company’s voice to the public. While we try to provide advertising that appeals to the majority of our audiences, it’s hard to create advertising that fits everyone’s taste.
Thank you again for taking the time to share your thoughts.
Sincerely,
Rama Rengarajan
Director, Consumer Relations
~~Case: 81174701~~N
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was pleasantly surprised that someone had finally come up with some frozen meals that I actually thought were worthy of the word ‘good’. I’ve been around a while, I cook, pretty well, but sometimes I cheat and buy frozen, knowing it will be something close to awful. So it’s no small thing that I compliment your food line, dear Heinz Creatives.
But. Those recent commercials? They may be young collegiate- humor targeted but there are other demographics who don’t equate stupid sexual innuendo with dinner.
These advertisements seem to pop up while I’m trying to keep up with CNN’s version of the end of the world, brought about by the apathy during voting time of the very brilliant demographic that you target.
The shirtless guy behind the counter,who appetizingly looks as though he’s about to explode was when I decided I wasn’t buying your stupidity, along with ANY of your food, regardless of the quality.
No wonder we are where we are. Food you can fork? Really? Explain the innuendo to your kids. A new public low for Heinz. Yuk.