Kraft flaunts products via mobile ad campaign
By Rimma Kats
December 26, 2012
Kraft is continuing to make mobile a focal point of its marketing strategy with a new advertising campaign that promotes the company’s products.
The company is running the campaign via Pandora’s iPhone application. Over the past year, Kraft has been ramping up its mobile efforts and reaching consumers no matter what device they are using.
“The Kraft’s new mobile ad campaign is very cleverly designed, just right designed for Kraft with the ‘Make Something Amazing’ tagline,” said Isabella Lin, content director at Appitalism, New York.
“The campaign includes homemade tastes of fast to prepare food and the choice from a variety of tastes,” she said. “When I see those attractive images, I really want to experience how amazing they are.”
Ms. Lin is not affiliated with Kraft. She commented based on her expertise on the subject.
Kraft did not respond to press inquiries.
Kraft is running expandable mobile ads that read “Make Something Amazing. Homemade Taste, 5 Minute Prep. Get Recipe.”
When consumers tap on the mobile ad, they are redirected to a mobile-optimized page where they can browse the latest recipes, including Four Cheese Macaroni, Chipotle Cheddar Black Bean Burgers, Twice-Baked Cheesy Potatoes and Homemade Tilapia Tacos.
Consumers can browse recipes by category such as entrees, sandwiches, brunch and appetizers and sides.
Users can see what others have to say about the recipes, what products they need and browse videos.
Furthermore, consumers can add a recipe to their recipe box, as well as their shopping list.
Users can also send a recipe to friends and family via email or through SMS and Facebook.
“Kraft has also smartly marked with the details of the time required for each and every meal precisely,” Ms. Lin said. “If you choose certain types of meal you can see how many minutes for preparation and how many total minutes it takes to be done.
“They even marked how many people it can serve,” she said. “So the as is attractive and informative- it includes valuable information in order to effectively save consumers time and effort.
“Plus they smartly noted "Find Them in the Dairy Aisle.”
Kraft has been investing a lot in mobile over the past year.
In January, Kraft rolled out a QR code initiative as part of a multichannel marketing campaign that promoted the company’s line of cheeses.
The goal of the campaign showed users how to use Kraft products for everyday cooking and inspiration (see story).
In September, a senior Kraft Foods executive at the Mobile Marketing Summit: Holiday Focus 2012 confirmed that the company, renamed Mondelez, will move 10 percent of its media budget to mobile (see story).
“With this Kraft’s new mobile ad campaign they really do make the most out of this campaign,” Ms. Lin said.
“This Kraft’s new mobile ad campaign provide the opportunity to freely browse their home taste food, and learn more about the content, such as to click receipt to get more details and learn more details of their entrees, sandwiches, brunch, appetizer and sides,” she said.
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