Branded Utility Worth Paying For

Kraft has long helped busy people plan their meals. Now, the foods giant is helping busy people with an iPhone and $.99 plan their meals.
Ad Age spoke to Ed Kaczmarek, director of innovation-new services at Kraft Foods, about the brand’s decision to charge for their iPhone App.

We look at iFood Assistant as a natural evolution from product to service. We look at it as providing the consumer with a service that’s of value, and we feel the 99 cent price, which is the same as a song, is a minimal cost, but it also signifies the content is more premium.

Kraft is also looking ahead to “in-app commerce” and that particular feature is not available to free Apps in the Apple store.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.