Kraft Heinz to Showcase Two Super Bowl Ads for First Time in Company History

PITTSBURGH & CHICAGO — The Kraft Heinz Company (NASDAQ: KHC) (“Kraft Heinz”) announced that for the first time in company history, it will air two ads during the Super Bowl. Kraft Heinz will air new 30-second ads in Super Bowl LIII featuring two of its brands: the legendary PLANTERS and brash newcomer DEVOUR.

“We couldn’t be more excited for fans to see the bold, creative approaches that each brand will take on Super Bowl Sunday.”

For the first time in 103 years, MR. PEANUT will star in a new PLANTERS Super Bowl ad that shows just how far he’ll go to satisfy salty snack nut cravings during crunch time. PLANTERS is one of the biggest snacking brands in America and this is one of the biggest snacking days of the year – so it’s only natural MR. PEANUT is there. The 30-second spot from VaynerMedia will air during the game’s second quarter.

DEVOUR, a new brand that has turned up the heat on the frozen foods aisle since its launch in 2016, will make its Super Bowl debut. The DEVOUR 30-second spot from DAVID Miami will appear in the third quarter. The campaign builds on the brand’s history of taking an unapologetic stand for mouthwatering and craveable frozen foods.

“There’s no bigger stage than the Super Bowl to kick off the year and showcase our PLANTERS and DEVOUR brands,” said Eduardo Luz, Kraft Heinz’s Global Brand Officer and Chief Marketing Officer of the U.S business. “We couldn’t be more excited for fans to see the bold, creative approaches that each brand will take on Super Bowl Sunday.”

Last year, KRAFT gave the spotlight to real families in its first-ever Super Bowl commercial by making its “Family Greatly” spot in real time with photos and videos consumers shared on social media on Game Day. HEINZ was in the Big Game in 2016 with “Wiener Stampede.”


The Kraft Heinz Company (NASDAQ: KHC) is one of the largest food and beverage companies in the world. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions, whether at home, in restaurants or on the go. The Company’s iconic brands include KraftHeinzABCCapri SunClassicoJell-OKool-AidLunchablesMaxwell HouseOre-IdaOscar MayerPhiladelphiaPlantersPlasmonQuero, Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit