You may have noticed we're big believers in helping brands create marketing experiences that are meaningful and useful for customers. Kraft Foods is among the latest brand to understand the fundamental concept of providing a meaningful service for their community.
AdAge reports on Kraft's iFood Assistant app, which serves up recipes, shopping lists, cooking videos and a store locator to shoppers on the go, is currently the second most popular app in the Lifestyle category at the iPhone app store.
Perhaps even more impressive than iFood's meteoric rise, is that Kraft has priced the app at $0.99 and is also running ads on the app. While I'd personally expect any purchased service to remain ad-free, Kraft may be hitting on an interesting concept:
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.
Judging from user reviews - which range from disappointed to absolutely thrilled - and the app's average three-star rating, it still has plenty of room to improve. But Kraft's focus on delivering a useful branded utility has earned them valuable face time with shoppers at one of the most important purchase decision-making times - in the aisles of grocery stores.