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Kraft Heinz conducts Macsterpiece campaign

Kraft Heinz has begun a new promotion in Canada for its Kraft Dinner macaroni and cheese product line called “Macsterpiece.” The art-themed promotion is timed to coincide with World Art Day on April 15 and focuses on art made from macaroni. As part of the initiative, the company commissioned artist Jason Mecier to create an artwork from 30,000 pieces of macaroni. Prior to its reveal on Instagram, the company has been running out-of-home advertising near Toronto museums and art galleries including the Art Gallery of Ontario and OCAD University. These have been accompanied by social media content using the campaign hashtag #MacArtIsRealArt. The promotion also includes a social media contest component via which consumers can win an art sleeve on which they can create their own macaroni art. The campaign was developed by The Kitchen, with public relations by Middle Child and media work by Carat.

“We continue to stay on the pulse of culture and provide our consumers with one-of-a-kind experiences,” said Jerome Skeene, brand manager for Kraft Dinner. “The development of our Macsterpiece reinforces that noodle art is a legitimate art form and ties nicely into the cultural moment of World Art Day, for our KD community to actively engage in.”

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