Cannes Lions

DEVOUR- Food Porn

VAYNERMEDIA, New York / KRAFT-HEINZ / 2019

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

DEVOUR took food porn to where it's never been before, an actual porn site. By serving up personalized pre-roll ads specific to the PornHub search terms, we made men who were hungry for porn porn, hungry for DEVOUR. The objectives were awareness and engagement.

Idea

Porn traffic spikes 12% just before the Super Bowl. 72% of porn users are male. 100% of those 72% eat food. After identifying the most common search terms on PornHub, DEVOUR created food porn equivalent. BBC became "Big Buffalo Chicken", BDSM became "Bouncy Delicious Savory Meats", S&M became "Sausage & Mozzarella", threesome became "Turkey, Bacon, & Ranch", MILF became "Meal I'd Like to Fork". You get it. Needless to say, there are few moments in life where men are more attentive than when they are about to watch porn, so naturally, viewers ate it up.

Strategy

The target audience was males between ages 18-35 who watch porn, and also eat food, specifically frozen meal and fast food buyers.

Execution

Online video and homepage takeover ran for one day on PornHub.

Outcome

In just six hours we received 1.6 million video views, 55 million paid impressions, and 25 million earned impressions. The conversation extended to our social platforms and our boldness was covered by publications like The Wall Street Journal, AdAge, and Fortune.

Similar Campaigns

5 items

Bagelgate

DROGA5, PART OF ACCENTURE INTERACTIVE, New york

Bagelgate

2021, KRAFT-HEINZ

(opens in a new tab)