Ad Age: The iPod is the latest media outlet Kraft Foods is using to lure people to buy its products.
Late last month the package goods behemoth began offering consumers the chance to download 100 of its summer recipe “hits” into the little-used Notes area of Apple’s mobile digital music players. Promoted via its own recipe website,, as well as in weekly Food & Family e-mails to roughly 3.3 million consumers, the innovative approach is just one of many Kraft is eying to reach modern-day consumers.
“More and more consumers are out of home and away from their Internet connections and we need to determine how to get recipe ideas to them where they are,” said Ian Smith, director of global digital marketing at Kraft. Whether through iPods, cell phones, Blackberrys or PDAs, he said, “you’re going to see these new media get a lot more attention from us in the future.”
Using the Notes feature means the recipes are stored separately from audio files and take up less than one megabyte of space as to not interfere with music downloads. Mr. Smith said that while most people see iPods as a tune player, it can actually store anything.



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 at Bonehook in Portland, Oregon.