Kraft Mac & Cheese iPad App Lets You Play With Your Food

Mashable

is continuing its odd foray into social media with a new iPad app that lets you create macaroni masterpieces without wasting food.

The , created by Crispin Porter + Bogusky, is a creative way of combining environmentalism and the brand's goofy online positioning. The premise: Your kids are wasting food by gluing macaroni to construction paper to make pictures. By going virtual, you can save food and be a better citizen. In fact, Kraft is even donating 10 real noodles to Feed America for every noodle you use in your "art." Those interested can also submit their masterpieces to the brand's , where they get the chance to be part of a gallery. The brand began promoting the initiative with the TV spot below, which broke earlier this week.

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The program is the latest attempt to . Past attempts along those lines have included "Mac & Jinx," a program awarding people on Twitter who tweeted the term "mac & cheese" at the same time and "Mac & Cheese TV," which translated fans' tweets into TV spots. Meanwhile, Crispin last year that also exploited the brand's non-edible properties.

What do you think? Is this iPad app clever? Silly? Will it sell more Mac & Cheese? Let us know in the comments.

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