:: adgruntie :: Kraft goes digital

+ Adage.com reported earlier this week on Kraft's new marketing idea to provide recipe downloads via iPods.

Late last month the package goods behemoth began offering consumers the chance to download 100 of its summer recipe “hits” into the little-used Notes area of Apple’s mobile digital music players. Promoted via its own recipe website, kraftfoods.com, as well as in weekly Food & Family e-mails to roughly 3.3 million consumers, the innovative approach is just one of many Kraft is eying to reach modern-day consumers.

“More and more consumers are out of home and away from their Internet connections and we need to determine how to get recipe ideas to them where they are,” said Ian Smith, director of global digital marketing at Kraft. Whether through iPods, cell phones, Blackberrys or PDAs, he said, “you’re going to see these new media get a lot more attention from us in the future.”

In addition to getting a foot in the water with iPod technology, Kraft is likewise testing text-messaging efforts with cell phones and PDAs that it similarly hopes to expand soon and support with greater marketing attention.

An interesting idea. I think that they might have more success with the PDA and iPod type than the cell phones. I mean, really the only thing I could see that being useful for is if you were wanted to make a recipe from their site but forgot what ingredients you needed or something along those lines. I cannot see most cooks trying to read the recipes off their iPod screens while trying to cook in the kitchen. As the article mentions, screen sizes do present a small problem in that they make reading on the devices a bit difficult due to their sizes. If in the future those screen sizes get larger, and reading off of them is easier, then this concept could be much better. But I'm also sure that this won't be the only advertiser to take advantage of this type of program.