Pornography is an unconventional subject for a family food company. But during commercial breaks from the Super Bowl earlier this month, Kraft Heinz used the idea of “food porn” to promote frozen meals to American football fans.

Without ever mentioning the P word during the primetime broadcast, the advertisements for its Devour brand played on the theme of a young man becoming hooked after ogling online images of “steamy” mac and cheese.

“This addiction can happen to anyone,” his girlfriend warns. The company went a lot further online: it even took out ads on an actual porn website.