CP+B have created a desktop and iPad experience for KRAFT Macaroni & Cheese designed to stop food waste, promote creativity, and help stop hunger in America. The application was built using flash and cross compiled to work on iOS. (I’m kind of surprised hey don’t have an Android version of this available as well since the desktop app was developed using Adobe Flash.)
KRAFT’s ‘Dinner Not Art‘ application donates 10 noodles to Feeding America for every virtual noodle saved in the macaroni art that you create. While this number seems small, think about the number of pieces used on average by a kid when making a macaroni masterpiece. It ads up fast. The application is easy to use and a little addictive. So long term, this could create a large payout for Feeding America if the application takes off.
The application features a fun easy to use interface that is intuitive for younger children, and actually rather fun for adults. The bright colorful UI reflects the KRAFT Mac and Cheese box and branding colors, but does it in a way that never feels like Kraft is promoting their product. It’s this subtle balance that really wins here. Throughout the experience the participant is shown a counter that increases with each noodle added. (The feel good factor). At the same time the KRAFT brand is represented in an unobtrusive way, and subtly promotes the product. At the end of the experience you have the option of saving and sharing your creations. (another feel good factor).