Kids love macaroni, no doubt about it. Macaroni is also the media of choice for countless grade school art projects. In a new tongue-in-cheek campaign called “Dinner, not art!” (see video above), Kraft aims to put a stop to such wasteful behavior and restore their tasty noodles to their original intended purpose.
The effort is centered around a free iPad app which allows kids (and adults) to create virtual macaroni art projects. Like any good campaign, there’s also a charitable element. For every digital noodle used, Kraft will donate 10 real noodles to Feeding America (up to 110 million noodles).
MARKETING LESSON: Don’t be afraid to embrace the alternative uses for your product, even if it means discouraging those uses (in a fun way, of course).