Kraft Heinz ‘Textbooks’ Contain Hidden Treats
Published 13 October 2023
Providing kids with a memorable back-to-school learning experience, in September, US FMCG giant The Kraft Heinz Company released a (now sold out) set of limited-edition FUNdamental Textbooks in the US. Each ‘textbook’ was inspired by one of the brand’s much-loved products, and featured amusing information and anecdotes on an educational topic, along with a hidden treat in its hollowed-out pages.
The geometry-themed volume, called Jiggleometry, played with shapes and sizes and housed a container of wobbly Jell-O, while Nibbleomics explored astronomy, and included a tub of Kraft Mac & Cheese. Slurpstory humorously delved into the “history of slurping” beverages and offered a pouch of Capri Sun. And Stackonomy introduced kids to the economics of bartering and provided them with a Lunchables snack pack.
The campaign was devised as a light-hearted salve for kids (and parents) who were anxious about starting the new school year. According to research conducted by the brand, more than half of US parents are concerned that their kids won’t enjoy school this year, with 75% believing more play would help them to become more engaged (Kraft Heinz, 2023).
Parents were able to claim the textbooks online for free, with Kraft Heinz donating $10 for every order to First Book, a US non-profit that works to provide equal access to education.
Kraft Heinz