KRAFT OFFERS RECIPE DOWNLOADS FOR iPODS

Part of New Marketing Push with Cell Phones, Blackberrys, PDAs and Music Players

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NEW YORK (AdAge.com) -- The iPod is the latest media outlet Kraft Foods is using to lure people to buy its products.
Kraftfoods.com offers 100 summer recipe 'hits' for downloading into an iPod.

Innovative approach
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 Web site, 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.

Several thousand downloads
Mr. Smith said that since the July 25 launch, several thousand people have downloaded recipes, among them grilling ideas featuring Kraft’s Zesty Italian dressing and desserts using Kraft’s Cool Whip and Jell-O brands, to their iPods. But beyond simply looking at numbers, he said, Kraft is more interested in learning if consumers find the iPod downloads useful and, if they do, he said, Kraft will push harder to get the word out about the initiative. Mr. Smith and his team will judge consumers’ reception to the iPod downloads before it releases its November edition of Food & Family magazine and, with it, new recipes that would be offered for downloading.

“Based on the initial buzz, we think this is an interesting area," Mr. Smith said, adding that if the program does continue, it will likely expand to offer people the chance to download their own “Recipe Box” favorites from the 6,000 or more offered on kraftfoods.com, a feature that is available on the Web site.

First package goods company
Kraft is the first of the consumer package goods companies to enter into the iPod world. Using the Notes feature means the recipes are stored separately from audio files and take up less than one megabyte of space as to not interfere with music downloads. Mr. Smith said that while most people see iPods as a tune player, it can actually store anything. So far, Notes has been used to store books, then photographs and, now, Kraft recipes.

Eric Schwartzman, managing director of Schwartzman & Associates, a public relations firm that specializes in online efforts including podcasting, said he would be "skeptical of anything that required using your eyes for an iPod. It's a very small screen and I don't think the device is suited for reading." Mr. Schwartzman did say, however, that there has been talk of Apple introducing an iPod with a larger screen and potentially video but for now, he said, it is primarily an audio device.

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