Kraft Foods is expanding its reach of consumers through the launch of a new mobile Web site, which will be promoted via mobile search and banner ads on Yahoo's Web portal.

The site at http://m.kraftfoods.com was created by Phonevalley and is meant to offer new and existing Kraftfoods.com members access to recipes while on the go. The site extends Kraft Foods' reach to any mobile phone with an Internet connection.

"Kraft Foods intended to extend its mobile reach towards any mobile phone with an Internet connection," said Alexandre Mars, Paris-based CEO of Phonevalley and head of mobile at Publicis Groupe. "The brand's ambition was to facilitate engagement and help drive additional engagement with Kraft Foods' unique award-winning recipe database.

"The strategy lays in the creation of a community around Kraft Foods recipes," he said. "This mobile site is perfectly well targeted for all cooks on the go, people willing to prepare great meals and save time."

The site offers consumers access to recipes in their kitchen or the grocery store while tending to many
of life's responsibilities.

With just a few clicks, users can create shopping lists, search their favorite recipes by ingredient or meal category, all by utilizing Kraft's extensive database of recipes.

Upon choosing a recipe, the consumer immediately accesses the meal's full ingredient list, preparation and cooking times, as well as the detailed cooking instructions.

Consumers can also receive inspiration from the "Recipe of the Day," which is updated seven days a week in conjunction with the Kraftfoods.com Web site.

The mobile site offers consumers smart features such as the "Shopping List" (to check off purchased items in-store) and the "Share with a Friend" (to share meals with others by email).

Phonevalley has personalized the browsing experience and developed user account management features, which allow users to create their own recipe box with their favorite recipes for quick access in the future.

Users' accounts are linked to their respective Kraftfoods.com Web accounts to facilitate the Kraft engagement and help drive additional engagement with Kraft Foods content.

The Kraft Foods mobile site is promoted by Boston-based Digitas in partnership with Phonevalley through mobile display advertising and mobile search on Yahoo's mobile Web portal.

This isn't Kraft's first foray into mobile.

Kraft Foods ran a mobile campaign in Germany this January to promote the launch of a new instant coffee brand called Jacobs.

The campaign was integrated with traditional media and let consumers request samples and order products from their handsets. Kraft spent a lot of time defining the target audience for this campaign in order to minimize the waste of resources and the costs required to reach the consumers.

Additionally, Kraft launched a new iPhone and iPod touch application in December that offers consumers access to food and meal-planning ideas.

Called the iFood Assistant, the app can be downloaded from the Apple App Store for installation on any iPhone or iPod touch. The app targets consumers on the go looking for recipes.

"Mobile is obviously the perfect media to execute Kraft's strategy," Mr. Mars said. "Mobile is now in every pocket and Kraft Foods' mobile site gives access to recipes while consumers are in their grocery store or in their kitchen."