Kraft Foods launches new mobile site with recipes

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 was created by Phonevalley and will 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. 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.''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.

Earlier this year in January, Kraft Foods ran a mobile campaign in Germany 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.