Kraft Promo, Case study BIG FORK LITTLE FORK by Kraft Foods, The Hyperfactory

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Industry Software & Multimedia Productions, SaaS, Grocery and Other foods, Mobile applications
Media Promo & PR, Case study
Market United States
Agency Kraft Foods
Creative Director Marisa Fuoco
Agency The Hyperfactory
Creative Director Marisa Fuoco
Released July 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: KRAFT FOODS
Product/Service: IPAD APP
Date of First Appearance: Jul 9 2010
Entrant Company: KRAFT FOODS, Glenview, USA
Senior Director, CRM: Kelley Woodland (Kraft Foods)
Director, CRM Content Strategy & Integration: Julie Fleischer (Kraft Foods)
Director of Innovation and New Assets: Ed Kaczmarek (Kraft Foods)
Associate Director, CRM: 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 Corporation)
Creative Director, Meredith Integrated Marketing: Marisa Fuoco (Meredith Corporation)
Content Editor, Meredith Integrated Marketing: Fraya Berg (Meredith Corporation)
Account Supervisor, Meredith Integrated Marketing: Erica Martinez (Meredith Corporation)
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,, Meredith Magazines, Social Media - July 9, 1010

Insights, Strategy & the Idea
Millions of parents search the web looking for help in raising children who have good eating habits and a willingness to try new foods. For KRAFT, whose target audience is families, this provided a golden opportunity. It had both the expertise in food, including a wealth of recipes, and a long-term relationship with moms. Tapping into this knowledge, KRAFT worked to develop a one-stop resource for tech-savvy parents of kids 6 to 12. And to do this, they reached for the iPad, with its extraordinary capabilities. With the iPad, KRAFT could create an engaging, interactive app with original content that would provide important learning tools for parents yet have an easy-to-use and entertaining format that would also be fun for their kids.

Creative Execution
Committed to engaging consumers in innovative ways, KRAFT wanted its new resource app to not only be informational and entertaining, but to also break new ground. The iPad functionality and versatility provided the ideal format. Big Fork Little Fork app created a kitchen table setting as the background, with a universal pop-up navigation ring, ensuring the consumer will never get lost. Vibrant colours, clever animation and intuitive navigation seamlessly blend teaching and fun. Icons and colourful visual cues help parents identify and swiftly move between 300 recipes, tools, tips, how to videos and interactive educational games.

Results and Effectiveness
The result is an amazing app yielding 15+ minutes of engagement per session, extensive PR coverage and a growing list of accolades that include a Silver Award at the Custom Publishing Council’s annual Pearl Awards and Ad Age’s Media Vanguard Award to name a few.