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“Frozen Food Porn” Ad Sparks Backlash During Super Bowl

“Frozen Food Porn” Ad Sparks Backlash During Super Bowl

Boston, MA - The cost of a typical Super Bowl during the 2019 game was estimated to exceed $5 Million. With a history that has been responsible for launching some of the most memorable campaigns in modern advertising, it’s easy to see why marketing firms vie for the coveted opportunity. Whether frequently inane, frequently controversial or frequently outlandish, they’re rarely forgettable.

One Boston area collective would prefer Kraft Heinz to be otherwise.

Culture Reframed, a local non-profit that carries the tagline of “building resilience and resistance to hypersexualized media and porn,” is calling for a national boycott of the Chicago based brand as a result of a slated 30 second slot aired on Super Bowl Sunday they allege normalizes pornography by referring to their Devour prepared meal line as “Frozen Food Porn.”

"Porn addiction is widely shown to destroy the individual, the partners, and the children of addicts. And the impact of porn on the culture is enormous," said Dr. Gail Dines, president and CEO of Culture Reframed. "To promote porn use and make light of porn addiction is the height of irresponsibility and we call on Kraft Heinz to provide resources to groups preventing porn addiction."

The original advertisement aired briefly on PornHub, which promotes itself as the world’s largest adult entertainment site, prior to an edited version appearing Sunday evening.

However, supporters of the ad have already begun to question the backlash online, referring to the supposed controversy as an act of “shameless self promotion”, with numerous commentators calling into question the academic credentials of Dr. Dines; especially given the $330,000 annual revenue of Culture Reframed (a 501(c) 3 organization and subsequently legally exempt from public and political campaigning) as well as her close affiliation with controversial evangelical and political media outlets.

To date, Kraft Heinz has publicly declined to comment on the backlash.