Kraft Heinz places ads on Pornhub in Super Bowl stunt

By AdNews | 30 January 2019

While some brands have blacklisted their ads from running on porn sites in a bid for ultimate brand safety, Kraft Heinz is intentionally placing ads on Pornhub in a bold Super Bowl stunt.

Kraft Heinz Co.’s Devour frozen food brand ran ads on the porn website on Monday as part of a campaign built around its Super Bowl ad with a food porn theme.

Appearing in a one-day activation, Devour ran ads on Pornhub on Monday. The ads read, “see hot food porn now” with the Pornhub logo edited to depict a fork running through it.

The company told The Wall Street Journal that the activation is “part of a humorous juxtaposition to highlight the concept of food porn that began with the release of the uncensored 60-second Big Game ad.”

The theme will continue on for its actual Super Bowl ad with Kraft Heinz reportedly having to make a 30-second censored version to air during the game because you can’t say the word “porn”.

Super Bowl advertisers regularly try to squeeze extra mileage out of their buys with elaborate PR plans, releasing shorter teasers to build hype around the ads. You can see what other brands are doing at the Super Bowl here.

Advertising on Pornhub is a brazen move for the FMCG brand particularly as other advertisers have taken significant steps to ensure their ads don’t appear next to potentially inappropriate content.

The Super Bowl attracts as much excitement for the ads as it does for the football so we've put a list of the brands that are expected to get on board with this year's Big Game. Check them out here.

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