Inspiring Innovation: Kraft Mac and Cheese – Dinner, Not Art.
Marketers recognize that tablet sales are steadily increasing, and this presents a huge opportunity for brands. The question becomes, how do you find a unique and relevant way to play on this device?
It’s tempting to create an app, but there must be a concept that goes beyond simply repurposing a website or social media content if you expect consumers to engage.
Recently Kraft Mac and Cheese launched a campaign that takes advantage of the tablet platform while simultaneously checking a number of other important boxes that turn up on creative briefs.
There are few meals kids crave more than mac and cheese. And, Kraft has invested heavily over the years to make sure they are the preferred brand.
The key insight that drove Kraft’s foray into developing a tablet app was that kids have always used their product for macaroni art. I’m sure you remember creating a masterpiece using elbow pasta as a young’un, and you may even have an example displayed on your refrigerator right now. However, food is clearly being wasted each time a young Picasso takes part in this activity. So Kraft created the campaign, ‘Dinner, Not Art.’
The program centers around an iOS app that allows users to create macaroni art and spare the real thing. For every piece of artwork created, Kraft will donate real noodles to Feeding America. Finished artwork can be shared and submitted for consideration in Kraft’s Facebook Macaroni Masterpiece gallery.
This campaign miraculously checks all of the following boxes:
- Builds on existing brand attributes
- Leverages a familiar cultural tradition
- Takes advantage of the tablet platform
- Embraces corporate social responsibility
- Entertains parents and kids
- Creates engaging and sharable content
Are you struggling to find a relevant reason to branch into the app/tablet world? Maybe this Kraft program will provide some inspiration.
What are some of your favorite examples of branded apps?
Brady Sadler is the VP, Business Development & Marketing at GY&K. Connect with him on Twitter –@bradysadler
