When the iPad launched in April, Kraft saw it not as a next-generation magazine but rather as a hot new kitchen gadget. So the company took what it learned developing iFood Assistant, its highly successful iPhone app, and created a whole new brand for the iPad. Big Fork, Little Fork is full of kid-friendly recipes and educational games and was born out of research that showed strong demand for kids' food resources but not a lot of content.
The app is definitely a marketing tool -- success will be judged not only by the scale of downloads but also by its audience's aggregate purchase of Kraft products vs. the general population. But another testament to its value is that it also generates revenue. Kraft launched with a $1.99 price tag; for a limited time it's free but a Marcus Samuelsson-created content pack is available for a $4.99 in-app purchase.