Kraft Heinz’ sandwich brand DEVOUR teamed up with Deadpool for a new digital spot to introduce a new line of sandwiches with melted cheeses, tender meats and toasted golden-brown bread. (Yum!)
The new spot takes consumers inside Deadpool’s dream, where he rides a unicorn through a supermarket in search of a sandwich to satisfy his superhero cravings. Along the way, he encounters various characters from a casino of frozen food characters to a sassy little girl (who asks if he is “selling out”), before escaping with DEVOUR’s new sandwiches into a giant dream-like microwave.
â€śI always told myself Iâ€™d never sell out,â€ť Deadpool said. â€śBut daddy needs to bring home the bacon. In more ways than one.â€ť
Wildness, Beef & Sage and Baked studios were involved in the campaign, which will run on out-of-home billboards, digital and social media platforms, as well as point of sale in 9,000 stores across the US.Â The campaign also includes custom DEVOUR packaging featuring Deadpool.
â€śWe believe you shouldnâ€™t have to compromise taste for convenience, so we designed our new sandwiches to taste like food you would find at a restaurant. You would never believe that our new sandwiches come from a microwave,” Katy Marshall, marketing and sales lead for Springboard, said. Springboard is a platform launched byÂ The Kraft Heinz Company in March to nurture, scale and accelerate growth of disruptive US brands in the F&B space.
Executive creative director: Jamie Moore
Wildness head of production: Phillip Van Wagoner
Wildness VP creative: Jared Seltzer
Directors: Beef & Sage
Producer: Katie Sharp
VFX Studio: Baked Studios