Any old butter knife is just one among a million kitchen appliances but a butter knife wielded by, say, Paula Deen to add a few (or hundred) more cholesterol points to a dish - that is something that would catch your eye. Endorsements from athletes or actors are nothing new to direct response, but as the food marketing industry evolves, it's chefs themselves who are enjoying new levels of celebrity. Pair that with savvy housewares marketers tuned into consumers' interests, and DR advertisers have a perfect recipe for success.
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