Apple Ad Campaign Uses Israeli Cooking App ‘Look & Cook’

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Apple is using the photo of an app Look & Cook developed by Israeli start-up Kinetic Art Ltd. in its new ad campaign for the iPad Mini in the US and Japan.

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Look & Cook app is a unique combination of a step-by-step cookbook, intimate cooking course and a set of essential kitchen tools. Look&Cook offers an intimate, private lesson with one of Israel’s most renowned chefs, Meir Adoni.  Showing the chef  himself  at work through an unprecedented number of full-screen images and videos, it allows a rare backstage pass into the most cutting-edge of new Israeli kitchens.

The app offers access to 44 hand-picked recipes by chef Meir Adoni.  A unique blend of high cuisine and street-food, authentic Mediterranean and Middle Eastern dishes with a variety of global influences,  Adoni’s cooking offers a portrait of a sophisticated,  new Israeli kitchen,  grounded in local products and traditions, while being open to and inspired by the world.

Look & Cook app includes 750 beautiful, close-up HD images and short videos of each step of every recipe create an intimate experience and leave no room for misunderstandings.


Trying to read a recipe while doing actual cooking can be a challenge. Developer has created a flexible reading option that is specifically designed for the iPad screen: an easy switch from cooking mode to reading mode with the touch of a finger brings up a large font for easy reading off the kitchen counter. There is also a voice activation option that allows navigating the recipe without touching the iPad screen.

Two over-view options allow easy browsing of the entire content and quick access to each recipe. A flexible structure will appeal to cooks at any level.

They say timing is everything (especially in the kitchen).  Built-in timers are embedded in various stages of the recipe to allow the cook to fully focus on actual cooking.

AppLook & Cook – Israeli Star Chef  Meir Adoni by Kinetic Art Ltd.

Compatible: iPad only
Category: Food & Drink
Released:  September 01, 2012
Publisher: Dudu Mimran © 2012 Kinetic Art Ltd.
Price: $2.99  (buy app)

Lite version is a free introduction to the Full Edition of  Look & Cook and contains the first chapter given for free (get it here).


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