Apple ad campaign uses Israeli cooking app

The iPad version of Kinetic Art's Look & Cook offers access to 44 recipes by chef Meir Adoni.

Apple Inc. (Nasdaq: APPL) is using the photo of an app developed by Israeli start-up Kinetic Art Ltd. in its new ad campaign for the iPad Mini in the US and Japan. Kinetic Art was founded by Oran Huberman, a former correspondent for Hebrew daily "Ma'ariv" and "Yediot Ahronot's" economic supplement "Calcalist".

Kinetic Art's Look & Cook platform is for writing and editing cookbooks on tablets. The iPad version currently offers access to 44 recipes by chef Meir Adoni, including video clips, extensive explanations of cooking steps, timers, and high-quality pictures of ingredients and of the final dish. A nice feature includes voice commands so the user can scroll backwards or forwards without touching the iPad Mini, an especially useful feature when the user is cooking and his or her hands are dirty.

The English version of the Look & Cook app sells for $5 at Apple App Stores. A Hebrew app will be available in a few weeks.

Huberman says that Kinetic Art received an e-mail from Apple stating that it loved the app and wanted to use it for the company's ad campaign. "It's a great honor that a company like Apple chooses you, not to mention appearing in such a large ad campaign," he says. "We hope that this will help us open doors and get a big foothold in the rapidly growing cookbook market for tablets."

Published by Globes [online], Israel business news - www.globes-online.com - on February 17, 2013

© Copyright of Globes Publisher Itonut (1983) Ltd. 2013

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