Story makes meaning

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Kraft Macaroni & Cheese

kraft macaroni & cheese

The Test Noodle

Kraft Macaroni & Cheese is so easy, anyone can make it in just three simple steps. However, there is one detail that doesn't have a clear answer: exactly how long should you cook your noodles? Everyone has a different preference, so it's impossible to give the exact timing, which is why anyone who's ever cooked macaroni noodles knows that you have to try a couple straight out of the pot to test if the rest are done.

But that means in every box of Kraft Macaroni & Cheese, there are a few proud, brave, and selfless noodles that will never see the cheesy goodness that awaits their box brothers. These are the selfless pioneers of noodles, testing the boundaries of doneness so we can enjoy the perfect bowl of mac & cheese. We thought it was time to recognize the bravery and sacrifice of these noble noodles.

We launched a campaign asking fans to take and share photos of their Test Noodles whenever they made Kraft Macaroni & Cheese using the hashtag #TestNoodle.
We then used those crowd sourced photos to turn every single box of Kraft Macaroni & Cheese into a memorial for those thousands of selfless noodles. Using an augmented reality app, we virtually repackaged each box with its own randomly sourced photo from the growing submissions.
Every supermarket aisle that carried Kraft Macaroni & Cheese became its own Wall of Noodles Memorial, celebrating the many Test Noodles that gave everything to ensure we could enjoy Kraft Macaroni & Cheese exactly how we like it. Shoppers lucky enough to find their own Test Noodle would get to take that box home for free.