When a marketer creates something that's actually useful, consumers don't really see it as straight marketing, or they're at least willing to accept advertising as the payoff.Kraft Foods have certainly proved it in the US with their iPhone application launched in December last year. Called the iFood Assistant, the application is subject to a once-off 99c download fee, as well as other advertising when used.
Despite these annoyances which could potentially turn consumers off, the application has reached the top hundred of the devices' paid download applications, and also ranks second in the lifestyle category.
The iFood Assistant's rich interface works well with the handset, and its navigation is similar to that of the iPod. The application offers a host of recipes, browse-able by ingredients, meal type or prep time. Consumers can also register at KraftFoods.com to save recipes and build shopping lists. Recipes come with instructions simple enough for the novices, and also features daily recipes (made of Karft ingredients) to try and tempt consumers.
Via: AdAge, Kraft Foods