Kraft launched an iPad app to inspire families with kids to make the eating moments in life a more pleasant and fun experience. Of course, the underlying goal is building a relationship and loyalty towards their different brands.
I really love the name they gave this app: ‘Big fork, Little Fork’, don’t you? It includes more than 300 recipes, video’s that guide you in preparing the meals and some other interactive tools.
Kraft asks its consumers to pay a small price for this interactive tool: 1.99$. You can ask yourself: why not free? Well, because last year, they launched an iPhone app with a comparable goal and content, which create a turnover of more than 1 million dollars for Kraft. Which creates a whole new discussion about the strategies related to branded utility: why not make them profitable and don’t just see them as a communication tool. Consumers appreciate the value even more and if the content is great, they will be more than happy to pay for it.
