Kraft's tongue-in-cheek "Get your chef together" campaign for its Kraft Recipe Makers comes with an estimated $30 million account for its first year and features TV ads with child versions of celebrity chefs Carla Hall and Rocco DiSpirito critiquing their parents' cooking. The campaign from Being Los Angeles is part of a larger trend in more colorful marketing. "Food's fun. Ads for food shouldn't have to be so functional," said Patrick O'Neill, executive creative director at Being Los Angeles.

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