Are you a regular dude with a hidden talent for promoting frozen food? Then get ready for your big break. Devour, Heinz’s new line of frozen dinners, is holding an open casting call for its next ad to be produced by agency Carrot Creative.
The brand is looking for a “bold, confident male 25 to 42” to star in a spot that will air during the Super Bowl but on another network, not on Fox, which is showing the game.
“We’re looking for a guy who’s passionate and ready to live life to the fullest,” said Tim Harrington, creative director at Carrot Creative. “We’ll know our guy when we see him.”
Devour’s meals, which include hearty fare like Buffalo chicken mac and cheese and lasagna Alfredo with bacon and sausage, are aimed at millennial and Gen X males. Emily Kerschner, brand manager at The Kraft Heinz Company, refers to Devour’s target audience as “eaties,” the opposite of “foodies.”
“They like uncomplicated, delicious food,” she said. “Our research showed that men consume more frozen meals than women do, but nobody’s really speaking to them.”
The new campaign is designed to do just that. Although much of Devour’s target audience likely will be watching Super Bowl LI and therefore miss the ad on TV, Kerschner believes they will view it later on digital and social media, or check out audition tapes for the ad, which will be posted on Devour’s website and social media channels.
“It’s not just a one-day event,” she said. “We feel like it’s a great way to introduce people to Devour.”
The winner will appear in the ad and receive $100,000. Auditions are being held today and Friday in New York, in Houston on Jan. 8, and in Los Angeles on Jan. 10.
“So far, there are so many fantastic, funny guys that it’s going to be hard to pick one,” Harrington said.