Fantastic execution from Kraft ??? iMacaroni Art. Harnessing existing consumer behaviour by using a number of human insights and real observations. One, kids are using tablets and tech to entertain themselves more and more. Two, the age old activity of making Macaroni art is still an all time favourite. Plus a bit of CSR thrown in for good measure. For every iMacaroni Art piece used, they will donate 10 noodles to the Feed America fund.