First there was the "iFood Assistant" - the most bona-fide of hits in the pantheon of iPhone apps.
Now, Kraft's back with an iPad app called "Big Fork, Little Fork," aimed at young parents hoping to cook up some healthy eats for their children. All involving Kraft foods, naturally.
There are over 300 recipes in the app, along with video clips and games. And at $1.99, it's a bargain.
As I point out in my new book THE ON-DEMAND BRAND, apps like "iFood Assistant" (and presumably, "Big Fork") illustrate the power of utility. If you deliver true value to consumers, they will not only put up with overt advertising, they'll actually pay you for it. iFood Assistant, for instance, has ranked in the 100 top paid apps in the App Store, and as high as #2 in the Lifestyle category.
But Ed Kaczmarek, Kraft's director of innovation in consumer experiences, says the selling isn't too over the top.
“Within the recipes, it will specify, in some instances, a Kraft product,” he tells The New York Times. But the iPad app “doesn’t have Kraft branding front and center.”
Jeff Arbour, SVP at The Hyperfactory - the company behind the app - pointed me to the app's official page (including a video demo) on the new Big Fork Little Fork app, which you'll want to check out here.
All signs point to another hit for Kaczmarek and Kraft Of course, I personally would probably get the most use out of an app called "Big Fork, Bigger Fork," but that's a subject for another post.
I'm not even sure they make Kraft Triple Macaroni & Cheese with Extreme Sour Cream & Fat Ass Bacon, anyway.
Read more about "Big Fork" here.
And read more about the book here.
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