Kraft Foods has published its first eBook to drive revenue and enhance the holiday marketing tactics for its Philadelphia Cream Cheese brand.

The food and beverage giant tapped mobile entertainment agency skyrockit to produce ?Spread a Little Joy,? which is available in Apple?s App Store and on Amazon.com for $9.99. ?Spread a Little Joy? eBook for iPad and Kindle contains a compilation of recipes featuring Kraft Foods? Philadelphia Cream Cheese.

?We know our consumers are constantly looking for new food ideas and new ways to use Philadelphia Cream Cheese,? said Angela Wiggins, senior manager of corporate affairs at Kraft Foods, Glenview, IL. ?We also know our consumers are heavy mobile users?it seemed like a natural fit to launch a branded mobile experience.

?Spread a Little Joy is an easy-to-use eBook with over 70 recipes made with Philadelphia Cream Cheese,? she said. ?The target demographic is anyone who loves to serve rich and creamy dishes, as well as anyone who is looking to cook with Philadelphia Cream Cheese in new ways.

?It is delicious in entrees and side dishes, in addition to the typical uses on bagels and in cheesecakes.?

With annual revenues of approximately $48 billion, Kraft Foods is a global corporation that claims to be the world?s second-largest food company.

Its portfolio includes 11 brands with revenues exceeding $1 billion?Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia Cream Cheese; Kraft cheeses, dinners and dressings; and Oscar Mayer meats.

Approximately 70 brands generate annual revenues of more than $100 million.

Skyrockit is a subsidiary of Japan-based branded entertainment shop, Bellrock Media, with principle backing from entertainment company Yoshimoto Kogy and Intel capital.

Krafty mobile strategy
Culinary fans can make dishes for their families and friends with 70-plus recipes, including appetizers, entrees, sides and desserts made with Philadelphia Cream Cheese, all available in the form of an eBook.

Kraft Foods saw success last fall when it introduced a premium branded iFood Assistant application, changing the perception that brands can only succeed with free mobile content.

The iFood Assistant was then followed by Big Fork Little Fork, Kraft Foods? first iPad application.

Kraft Foods then decided to partner with skyrockit to create an eBook experience for cream-cheese lovers.

?Skyrockit?s turnkey platform allowed us to convert Philadelphia recipes into a digital format for eBooks in just a few weeks, just in time for consumers looking for recipes for the holidays,? Ms. Wiggins said.

To get the word out about the eBook and drive downloads, Kraft is leveraging its established social-media communities on Facebook and Twitter.

The company is also using paid search to drive consumers to the eBooks online.

Demand for branded eBooks skyrockiting
The launch of Spread a Little Joy marks the first branded eBook built on skyrockit?s turnkey platform.

Skyrockit claims to enable conversion of multiple digital file formats into eBooks in as little as one to two weeks and has plans to further enhance the eBook experience by implementing additional interactive features, including exclusive content and social media.

?Kraft is obviously extremely progressive as a brand, especially its branded-content philosophy?it has reimagined advertising as content, " said Jon Vlassopulos, CEO of skyrockit, San Francisco. ?It had great success with iFood Assistant app.

?We know everyone in America seems to love cream cheese, and especially around the holidays, cream cheese seems to appear in all of your favorite recipes,? he said. ?By leveraging our platform, Kraft was able to come out with a digital cookbook quickly.

?The general marketing objective of the brand is to encourage more people to buy their product, and Kraft can engage their user base who already cooks and likes cook books with recipes that involve one of their products?the eBook is a revenue-generating way to engage their base around this product.?

Final Take
Kraft's Big Fork Little Fork iPad app demo

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