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The New York Times reports that Kraft Foods is launching "a major marketing blitz" that will encompass not just traditional media, bit also digital ads and social media, looking "to tap into the current mania with all things chef." And, perhaps more broadly significant, the campaign uses as its slogan a phrase with an "off-color" reference.

According to the story, "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 ... the campaign takes a cheeky tack as embodied by some mildly naughty wordplay in the theme of the ads, 'Get your chef together,' which doubles as the address of a microsite, or special Web site, devoted to the new line."

"The Kraft campaigns," the Times writes, "are indicative of how ads from mainstream marketers are loosening up - or becoming crass and crude, depending on your perspective - to reflect changing societal mores, particularly when it comes to younger shoppers. Other recent examples include ads for Slim-Fast diet products sold by Unilever, which depict women thinking, 'I want to show off my new ass,' and commercials for the Kmart division of Sears Holdings in which shoppers utter provocative-sounding phrases like 'Ship my pants' and 'Big gas savings'."
KC's View:
As long as such wordplay works, it is fine ... and frankly, most people are going to find it even remotely scandalous. The problem is that because it works a couple of times, everybody is going to get into the act, and it may become tedious.