Kraft Mac and Cheese Super Mario Power-Up Shapes brings playfulness to mealtime
While that classic blue box is a family mealtime staple, variations on that classic macaroni sparks a new conversation around the table. For anyone ready to gamify mealtime, the new Kraft Mac and Cheese Super Mario Power-Up Shapes could be the biggest winner for the specially shapes category.
Even though Kraft Mac and Cheese might be a staple food, the brand understands that it needs special events to spark some excitement about the classic offering. Without changing the flavor that everyone craves, it is the special shape that turns just another meal into something more.
The latest offering is Kraft Mac and Cheese Super Mario Power-Up. The Nintendo inspired offering features the following shapes: Fire Flower, Super Star, and Super Mushroom shapes. Fans of the games can see their favorite characters leveling up through a bowl of that favorite mac and cheese.
As Ashleigh Gibson, Senior Director of Marketing for KRAFT Mac & Cheese at The Kraft Heinz Company said, “In today’s fast-paced world, it has become increasingly difficult for families to find time to enjoy meals together. We’ve always helped families reground, reset, and reconnect during mealtime. It’s important to us that we continue providing that reassuring comfort, which is why we’re excited to partner with Nintendo on the newest addition to our shapes portfolio. We look forward to bringing families back together at the table, bonding over two things we know they love – KRAFT Mac & Cheese and Super Mario.”
While many people will look at the shapes and the Super Mario visual connection, it is more interesting that Kraft Heinz is focusing on the family connection around the table. Even though there might be a weekly Sunday Supper or a special dinner, the brand seems to encourage families to rediscover that shared mealtime.
Food might be the reason to sit at the table, but it is more than just another plate of sustenance. Using the Nintendo themed food to open the door to reconnect, converse, or otherwise put the phones down is vital to making connections around the table.
It is interesting that a video game could get people off their screens around the table. Although it is not playing with food, it is a way to see the familiar in a new light. Whether these shapes become the regular dinner or are used just for a special occasion does not matter. It can be the catalyst for parents to ask a question, get the kids to talk, or otherwise keep the table from being silent.
As a new shape to the Kraft Mac and Cheese offerings, the idea is smart because Super Mario has such a wide appeal. Given that the video game is the most successful in history, the broad-based audience means that young, old, and everyone in between will want to enjoy a box for themselves.
The Kraft Mac and Cheese Super Mario Power-Up Shapes will be available at various retailers. It will be sold in both traditional boxes and Easy Mac cups. Check with stores for availability and pricing.