Kraft Case study BIG FORK LITTLE FORK by MEREDITH INTEGRATED MARKETING

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BIG FORK LITTLE FORK

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Industry Mobile applications
Media Case study
Market United States
Agency MEREDITH INTEGRATED MARKETING
Creative Director Marisa Fuoco
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: KRAFT FOODS
Product/Service: IPAD APPLICATION
Agency: MEREDITH
Date of First Appearance: Jul 9 2010
Senior Director, Customer Relationship Management: Kelley Woodland (Kraft Foods)
Director, Customer Relationship Management Content Strategy & Integration: Julie Fleischer (Kraft Foods)
Director of Innovation and New Assets: Ed Kaczmarek (Kraft Foods)
Associate Director, Customer Relationship Management: Jennifer Feeley (Kraft Foods)
Associate Director: Joanne Hoff (Kraft Foods)
Associate Manager: Joy Salatich (Kraft Foods)
Systems Manager: Frank Perkins (Kraft Foods)
Senior Manager, Corporate Affairs, Health & Wellness: Valerie Moens (Kraft Foods)
Senior Vice President, Meredith Integrated Marketing: Georgine Anton (Meredith)
Creative Director, Meredith Integrated Marketing: Marisa Fuoco (Meredith)
Content Editor, Meredith Integrated Marketing: Fraya Berg (Meredith)
Account Supervisor, Meredith Integrated Marketing: Erica Martinez (Meredith)
Account Director: Shelley Gingrich (The Hyperfactory)
Project Manager: Brendon Mead (The Hyperfactory)
Media placement: Big Fork Little Fork IPad Application - Millenial And Grey Stripe Advertising Networks, Kraftrecipes.com, Meredith Magaz - July 9, 1010

Describe the campaign/entry
It’s a problem shared by all parents: How to help children learn good eating habits and try new foods without them resisting? The answer? Make it fun!

Committed to engaging consumers in innovative ways, Kraft created Big Fork Little Fork, an iPad app resource for tech-savvy parents of children ages 6 to 12. Capitalizing on Kraft expertise and iPad functionality, Big Fork Little Fork utilizes animation, sound effects and unique navigation for a format that seamlessly blends teaching and fun. Colourful visual cues help kids and parents identify and move between 300 recipes, tools, tips, videos and interactive educational games.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Big Fork Little Fork app was designed to deliver helpful information in an easy-to-use and entertaining format. Thinking of the consumer experience within the navigation, a familiar kitchen table setting became the background with a universal pop-up navigation ring, ensuring the consumer will never get lost. Big Fork Little Fork takes full advantage of the iPad’s capabilities utilizing vibrant colours, clever animation and engaging navigation.

With a tap of the screen, parents can access information on nutrition, produce, dinnertime conversation starters and 300 recipes. Kids can tap into educational games that help teach good eating habits and videos targeted directly to their cooking skills. The app also offers premium content packs including one by award-winning chef Marcus Samuelsson, with 50 original recipes that offer a global food perspective.

Big Fork Little Fork launched in summer, 2010 with national press and ads in major national publications.

Give some idea of how successful this campaign/entry was with both client and consumer
Big Fork Little Fork generated immediate positive response with consumers as a valuable teaching aid. It won accolades in the trade for its ingenuity with stories in, among others, Ad Age, Mobile Marketer and the New York Times. It was recognized by parenting sites for its exciting educational capabilities. And it won both the Media Vanguard Award from Advertising Age and the Silver, Best Mobile Application from Pearl Awards.

But perhaps the greatest marker of its success is in consumer usage. While most m-sites average only one to three minutes per session, users of Big Fork Little Fork stay engaged for an average of 15 plus minutes. Proof is in the pudding!