Mandel mentions "Recipes on the Go" mobile program Ogilvy created for Kraft to allow people to register to get recipes via cell phones and to send recipes while shopping back to home computers.
Participatns on avg. used at least one recipe via the program, and helped drive sales. I'd only heard about the success of the Kraft iFood recipe app, highlighting the ability of the iPhone to turbo
charge mobile programs b/c the ease of use on the device. Ogilvy was only involved in SMS and online parts of Kraft effort; the company developed iFood app separately.
