Kids often dread the end of summer and the return of class and homework. Kraft Heinz and agency Mischief @ No Fixed Address want to ease that transition with a set of snack-themed textbooks to make learning more playful.
The four “FUNdamental Textbooks” are part of a back-to-school campaign titled “Taste Some Play Every School Day.” While they appear to be your typical dense textbooks, each is actually hiding a snack within its hollowed out pages.
Each book offers a lesson based on one of Kraft Heinz’s brands. A Capri Sun “Slurpstory” book provides info on “how slurping shaped the past,” while the Jell-O “Jiggleometry” text provides a lesson on shapes.
“At Kraft Heinz, we believe education can be a fun-filled adventure full of imagination and with our books, we aim to reignite the enthusiasm for learning,” Kraft Heinz associate brand manager Anna James said in a statement.
Consumers can order the books online for free starting Sept. 6. The company is also donating $50,000 to First Book, a nonprofit focused on ensuring equal access to quality education, and will contribute an additional $10 for every book claimed.
An August online survey commissioned by Kraft Heinz found that 75% of U.S. parents with kids ages 6 to 12 believed that their children would be more engaged with school if they were able to play more, and that 50% were worried that their kids wouldn’t enjoy the school year.
Those insights also informed Kraft Heinz’s larger “Taste Some Play Every School Day” initiative, which will promote Jell-O, Kraft Mac & Cheese, Lunchables and Capri Sun digitally and at 14,000 stores across the U.S.
