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.
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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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.