Kraft food&family digital magazine
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- Genex
Kraft Foods has for many years published a quarterly custom print magazine called food&family as a successful part of their CRM program. Created by Meredith Corporation for Kraft, it is filled with useful and timely tips and recipes and distributed to millions of Kraft loyalists.
Starting with the Winter 2009 edition, Kraft is bringing food&family to life online with a new digital experience that reinvents the way consumers interact with Kraft’s recipe content. Genex, a Meredith interactive agency, created an engaging, immersive experience for existing and new users with a view to deliver the inspiration of a print magazine, the interactivity of the Web, and the entertainment of TV. The all-flash site is designed to leverage the inherent values of print; big, bold appetizing images with eye-catching, accessible typography, and turn it into an engaging interactive experience by putting the mouthwatering appeal of the food front and center. The horizontal, liquid canvas navigation is designed to be intuitive and entertaining and permits the inclusion of layers of content such as recipes and videos in line.
The site is also showcased on Adobe’s official Site of the Day (http://www.adobe.com/showcase/)