Kraft has announced a partnership with Crayola to turn Kraft Mac & Cheese boxes into a blank canvas, on which kids can create, draw and color.
The boxes will feature the familiar Kraft design with the addition of blank space for kids to draw. The partnership will also include a competition that will give 100 lucky winners the chance to receive a personalized box, printed with their original art and shipped to their homes.
Parents can upload their kids’ box creations with the hashtag #KraftMacNColor #Contest. Winners will be chosen based on the originality, colorfulness and overall creativity of the art.
“The impact of back-to-school activities and routine puts extra pressure on parents getting kids and dinner to the table,” says Anne Field, senior director, marketing, Kraft. “These amazing boxes are one way we can help make parents’ lives easier, by giving kids a fun activity while the Kraft Mac & Cheese they love is cooking. We’re excited to bring two of the most beloved brands of parents and kids together to make mealtime a win, win for everyone.”
Crayola will also provide easy how-to videos on Crayola.com/KraftCIY for inspiration on how to turn the boxes into creatures like a hedgehog, a dolphin or a giraffe. The partnership follows the recent announcement from Kraft that the brand has chosen Brand Central as its official licensing agency in North America.