Pasta la vista: Kraft app cuts noodles of waste

Illinois – To save the thousands of boxes of Kraft Macaroni & Cheese noodles wasted making art, the food brand has launched an iPad app that lets children create digital pieces of artwork.

The Dinner, Not Art app for iPad lets users place, rotate, resize and paint macaroni pieces onto a digital canvas. The final artwork can then be saved to the user’s digital refrigerator.

For every digital noodle used, Kraft will donate 10 real noodles to the Feeding America charity. Since the app’s launch at the start of this month, more than 118,000 noodles have been donated.

The app is a great way to help children engage with a brand while also tackling the issues of food waste and poverty in America. To see how other brands are responding to social issues in the Anarconomy Decade, read LS:N Global’s Brandstanding microtrend.