Israeli app to star in Apple campaign

Look and Cook, which brings recipes of chef Meir Adoni to the masses, chosen by multinational corporation for ad campaign highlighting iPad

Leonard Carl|Published: 02.22.13 , 07:32

A new Israeli application, Look and Cook, has been chosen for an honor not awarded to just any app.

Look and Cook, which brings the recipes of Israeli chef Meir Adoni to the masses, has been selected by Apple to star in its latest ad campaign which will highlight the company’s iPad.

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And, with countless cooking related options available in Apple’s App Store, including eBooks full of recipes and cooking books and magazines available, being selected to represent the company is something to be proud of.

Already screenshots from the Look and Cook app – designed by Israeli startup Kinetic Art – are appearing across the United States on billboards and in malls, and even at various airports, all under the headline “Mind Watering.”

So why all the attention to one Israeli cooking app, in a veritable sea of cook book apps?

First of all, Meir Adoni, who has even had his recipes reviewed by the New York Times, is one of the Jewish state’s biggest celebrity chefs, and the app is pretty impressive, to say the least, with step-by-step photos, a video, voice instructions with tricks and tips, voice control and even automatically embedded timers that ring when it’s “time’s up” for a specific cooking step such as baking, frying, etc.

“It’s a great honor when company like Apple singles you out, not to mention including you in a campaign of this magnitude,” says 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, and we strive to be at the forefront of this niche.”