KRAFT Dinner, Not Art

Objective

Kraft addressed a waste paradox: millions of Mac & Cheese boxes were discarded annually for macaroni art projects instead of being consumed as intended food. The brand sought to reposition itself as environmentally conscious by redirecting creative play toward digital alternatives while supporting food charity through donations proportional to user engagement.

Solution

Kraft developed a digital macaroni art creation app available on iPad and desktop browsers (dinnernotart.com microsite). Users created visual designs using virtual noodles instead of wasting real product. The campaign featured a TV spot called 'Waste' showing a girl creating traditional macaroni art to frame the problem. The engagement mechanism linked digital participation to charitable giving: each virtual noodle placement triggered a donation of 10 real Mac & Cheese boxes to Feeding America, with a maximum commitment of 110 million boxes.

Results

Not published.