- Kraft Foods Group Inc. is taking a bold approach to its marketing for its new Recipe Makers products, tying its campaign to the theme "Get your chef together" (a clear play on the phrase "Get your s--- together").
- Ann Stockman, a brand manager for Recipe Makers at Kraft Foods said the campaign represents an effort to communicate with consumers and "talk in a way that resonates with them."
- The campaign, which has more than $30 million budgeted over one year, is being supported over social media, as well as with ads featuring celebrity chefs Rocco DiSpirito and Carla Hall.
It's Monday, do you have your chef together?— Kraft Recipe Makers (@KraftRecipeMkrs) August 12, 2013
Kraft CEO Tony Vernon blamed a lack of advertising as one of the reasons for the company failing to live up up to expectations last quarter, so this campaign seems to be part of the impending marketing wave that he promised. The profanity word-swap technique, meanwhile seems to be a trend in the social media world this year, following Chobani's #WTFlavor effort and Jell-O's #FML hashtag push.