Kraft updates mobile offerings with holidays in mind

By Chris Harnick -  December 14, 2009

Kraft Foods has launched several new mobile offerings, including a free version of its popular iFood Assistant application, right in time for the holidays.

Kraft has also expanded its offerings in the paid version of iFood Assistant. In addition to the BlackBerry and iPhone applications, Kraft said it has also enhanced mobile access to its Web sites.

"More than ever people are living on the run," said Ed Kaczmarek, director of innovation and consumer experiences at Kraft Foods, Northfield, IL. "So we're focusing on connecting with our consumers in a way that's relevant, meaningful and on her or his own time.

"Our objective is to provide value propositions and relevant solutions that fit their needs," he said. "And that includes going beyond the functionality of our products to provide a service that fits today's lifestyle.

"Our mobile sites and apps enable us to truly make consumers' lives easier and more delicious. Mobile brings our brands and solutions alive closest to the point of purchase."

Kraft Foods is one of the largest food and beverage companies in the world. It is home to brands such as Nabisco and Philadelphia and it markets many brands in more than 155 countries.

Connecting with the consumer
Mr. Kaczmarek said Kraft realized a lot of iPhone and iPod touch users do not consider downloading paid applications, so the company launched a free version.
Kraft Foods relies on banner ads to drive traffic

The free version lets consumers get a taste of the basic features the iFood Assistant offers. Mr. Kaczmarek said the company hopes consumers will become intrigued by the free version and the complete 2.0 version.

Mr. Kaczmarek said the free version is also a way for Kraft to test the model of offering some basic content and functions for free while charging for additional functionality.

The iFood Assistant application now includes offline access to the shopping list, recipe box and daily recipes.

There is also a new section, "Holidays and Entertaining," that has more than 600 recipes and ideas that will be updated seasonally.

Additionally, inside the application consumers can access more Budget Wise recipes and videos, check off items from their shopping lists as they shop and set alert reminders.

Mr. Kaczmarek said mobile is a strategic marketing channel for Kraft and that the company uses the channel as a lever in its overall consumer relationship management program.

"People are looking for tools and technology that can keep up with their multitasking and on-the-go lifestyles," Mr. Kaczmarek said. "Our innovations focus on meeting their needs while making their lives easier and more delicious.

"Our new suite of mobile offerings gives consumers access to recipes, meal planning, prep and shopping advice across many mobile platforms," he said. "We want to give all users some level of access to our delicious food content."

http://www.mobilemarketer.com/cms/news/content/4855.html

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