Israeli cookbook a star in Apple’s new ad campaign

Published on Tuesday, 19 February 2013 by Webmaster

Israeli cookbook a star in Apple’s new ad campaign
Cookbooks have emerged as among the most popular apps in Apple’s App Store. There are dozens, if not hundreds, of cooking apps, cookbooks, ebooks with recipes, and cooking magazines you can load up on your iPad or iPhone. So, getting chosen by Apple to star in an ad campaign designed to show off the iPad’s appeal is quite an accomplishment.

It's an achievement that belongs to an Israeli app, called Look and Cook, which features the recipes of Israeli gourmet chef Meir Adoni. Screenshots from the app have been plastered on billboards on highways, airports, malls, and city centers all across the US, along with the title "Mind Watering," a phrase that evokes the term "mouth watering" as something the taste buds anticipate and desire. The point of the campaign is to show the capabilities and versatility of the iPad, for which over 300,000 apps are available. Other billboards in the series are titled "Ear Opening" (music apps), "Well Versed" (literature apps), and "Elementary" (education apps for kids).

Meir Adoni is one of Israel's biggest "celebrity chefs," good enough to be reviewed by The New York Times (which doesn't make a habit of reviewing Tel Aviv eateries). The recipes, as befits an Israeli app, are "modern Middle Eastern" (think a tabbouleh/crispy Barbuniya fish/tahini salad).

"It's a great honor when company like Apple singles you out, not to mention including you in a campaign of this magnitude,"said Oren Huberman, founder and CEO of Kinetic. "We hope this will help us open doors and gain a significant foothold in the rapidly growing market of tablet cookbooks. There is no doubt that cookbooks are going to change completely in the coming years, as is happening now all the other areas in print," added Huberman, "and we strive to be at the forefront of this niche."

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