Video viral of the week: Kraft saves food with macaroni art app

16/07/2012

This iPad app and video campaign from Kraft harks back to school days and macaroni art. See why it’s our video viral of the week below…

"Dinner, Not Art," a new tongue-in-cheek campaign from Crispin Porter + Bogusky, seeks to save the real noodles by encouraging virtual macaroni art projects with a free iPad app.

Users can choose a canvas, cover it in noodles and manipulate them to create a macaroni masterpiece.

For every digital noodle used in the app, Kraft will donate 10 real noodles to Feeding America, up to 110 million noodles.

Users can also "glue down" your art and save it to a digital refrigerator. The creations will be posted on Kraft's Macaroni Masterpiece Gallery on its Facebook and Pinterest pages.

The brand began promoting the initiative with the TV spot below, which broke earlier this week.

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