Tuesday, August 13, 2013
Kraft sez "Get your chef together"
Off-Color Wordplay From Kraft, Part of a Big Marketing Blitz. (The New York Times, 8/11/2013)
Excerpt: The new line of nine meal-starters, called Kraft Recipe Makers, is being introduced with a campaign that features two celebrity chefs, Rocco DiSpirito and Carla Hall, presented in commercials as if they were a smart-aleck brother and sister critiquing their parents’ ability to come up with new and different dinner menus. In keeping with efforts by Kraft Foods to reach younger consumers, the campaign also will run in a full range of nontraditional media that includes digital ads and a presence in social media like Twitter.
Retiring Guy sez, if you really want to get your shit together in the kitchen, bypass the highly processed packaged goods and go directly to this recipe.
New Kraft Commercial Eerily Depicts Everything Wrong About Food TV. (Flipbeets, 8/12/2013)
Excerpt: The campaign's accompanying slogan is "Get your chef together," which sounds a lot like the admonishment "Get your shit together." But a Kraft brand manager tells the New York Times that it isn't intentional: "We were not targeting it to be a play off a vulgar word,"