STOPPING MACARONI WASTE
WHILE CUlTIVATING young IMAGINATIONs
Every day, thousands of boxes of Kraft Macaroni & Cheese are used to create inedible and quite frankly uninspiring macaroni art. What a waste of mac & cheese!
To help prevent this, we created “Dinner, Not Art”, an iPad app experience and site that allows anyone to make digital macaroni art instead.
Choose your canvas, choose a noodle shape, rotate noodles, size noodles, paint noodles and use the paintbrush to create your digital macaroni masterpiece.
To make sure the noodles you’re saving are given to the people that need them most, KRAFT donates 10 real noodles to Feeding America® for every digital noodle used, donating up to 110k noodles.
CASE STUDY
THE LAUNCH SPOT
digital fridge gallery
Those interested can also submit their masterpieces to Kraft Macaroni & Cheese’s Facebook page. We turned the cover photo into a social art gallery to put people’s art work on display, just like mom used to do, on a fridge.
the most charitable macaroni art
To create buzz and more awareness of the initiative and the app, we collaborated with American contemporary artist and environmentalist Tom Deininger to create the largest and most charitable piece of macaroni art ever using the “Dinner, Not Art” iPad app. Deininger used the iPad app to digitally make a massive macaroni mural, one frame at a time.
This finished 126-frame mosaic resulted in nearly 125,410 noodles donated to:
