The Challenge

Orange Chef is launching a new product called the Prep Pad, a digital food scale that connects to IOS devices, and a complimentary IOS App called Countertop, which lets you pull nutrition facts for the food you are weighing, weigh multiple items at the same time when added in sequence, and display the total nutritional information for a meal’s worth of ingredients in one place.

Orange Chef wants to target stay-at-home moms because they represent the largest potential market for their product.  This matches my research about the target.  It takes the guesswork out of their own dieting goals, makes managing the healthy eating of their children easier, and moms are one of the top two users of iPads, along with small business owners, so it fits with their current work paradigm.

It is no accident that small business owners and moms are the top users of iPads because…

The Insight

Stay-at-home moms feel like managing the house is their job, and they want to do their job well. Like with any business owner, they turn to technology for help.

The Idea

Prep Pad is mom’s kitchen helper.

Sample Execution: Microsite

Copywriting: Alok Mahadevia – Art Direction: Margarita Cardenas

Users would take companions they want in the kitchen with them and weigh them on a virtual scale, mimicking the Prep Pap experience.  When they were satisfied with the mix, they would hit submit and be given a version of their ideal kitchen companion.