KRAFT: CONTENT SYNDICATION

With a database of over 50,000 recipes, Kraft Kitchens had a lot of content; they just needed to get it into the hands of consumers. The recipes were stored in the Kraft Recipe Library database (KRL), which was easy to maintain. But it couldn’t display recipes on the various Kraft websites.

We created a syndication engine that can pull content (recipes, articles, videos, etc.) directly from Kraft’s database, and display it on retail websites, email blasts, intranets, desktops applications, mobile devices, in-store kiosks, blogs, online publications, and social networks. We also created a workflow application for marketing and sales staff to control the distribution of the content. Since 2001, Kraftfoods.com has run on this platform.

Our integrated, Flash-based widget can display Kraft’s 50,000+ recipes right on your desktop. And the Google Gadget extends Kraft’s syndication model to blogs, social networks and other personal sites. Consumers can even pull Kraft’s syndicated content onto their iGoogle page, blog or iPhone, with just two clicks.