Butterball overhauls meal-planning app to reach Android users
The revamped Butterball Cookbook Plus now includes videos on how to choose, roast and carve a turkey, a cooking calculator, nutritional information and promotional offers from Butterball and its partners. It is an example of how mobile can add convenience and valuable information to enrich time-honored traditions such as Thanksgiving dinner.
?Our top priority is to meet the needs of our consumers, and in an increasingly mobile society, that means making sure information about Butterball?s recipes and products is readily available no matter what device a consumer may use,? said Kimberley Metts, manager of consumer promotions for Butterball, LLC.
?Our goal for this year was to expand our footprint in the app marketplace. With the app now available on Android, we?ve achieved it,? she said.
1 billion pounds
Butterball, Garner, NC, is the largest producer of turkey products in the United States, producing more than 1 billion pounds of turkey each year. Its products are distributed in more than 45 countries.
Getting consumers ready for T-Day.
The 60-year-old company seeks to find ways to meet consumers where they are and that means providing relevant information to an increasingly mobile society, said Kimberley Metts, Butterball?s manager of consumer promotions.
The redesigned Butterball app allows consumers to take advantage of the brand?s turkey expertise no matter what device they use.
Users of the app will find recipes and tips for appetizers, salads, entrees and desserts all in one place. Content can be sorted by ingredient, theme and product and bookmarked.
Recipes can be sent through Facebook and Twitter, or emailed to friends, family and fellow turkey lovers.
Personalization tools let users bookmark and rate content.
The app makes it easier to eat smart by providing nutritional and serving size information.
The app is available on the iTunes App Store and Google Play for free for a limited time.
Other brands have leveraged mobile successfully to enhance meal planning on mobile.
In May, Bertolli helped shoppers plan their next meal in the aisle.
As shoppers entered the olive oil aisle in grocery stores, one tap from their NFC-enabled mobile device to tagged signage instantly delivered content from Bertolli that featured an ingredient list and instructional videos, helping them plan their next meal directly at the point-of-purchase.
The interactive mobile marketing campaign engaged with shoppers on the go, providing all the details necessary to purchase relative ingredients in a single-store visit.
Tantalizing recipes
The consumer-packaged-good brand worked with Thinaire on the campaign.
The mobile content was meant to heighten the appeal of Bertolli Olive Oil as tantalizing recipes and short-form videos starring Chef Fabio Viviani to bring the products to life through tagged SmartSouce ShelfTalk signs.
Kitchen companion.
The bite-sized films ranged from meal preparation for the week's featured dish, to educational ?Olive Oil 101? discussions on specific uses for Bertolli Extra Virgin, Classico and Extra Light blends.
Building on the success of their first mobile marketing campaign partnership that utilized SmartSource with NFC, News America Marketing and Thinaire helped Bertolli serve rich interactive content directly to consumers in the shopping aisle.
?The Butterball Cookbook Plus app is a great kitchen companion,? Ms. Metts said. ?Whether using a tablet or mobile device, it gives users a quick way to search for recipes either by type or specific Butterball product and provides step-by-step directions for a quick and easy meal for any night of the week.?
Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.