Kraft Mac & Cheese is adding a touch of luxury to a childhood favorite this Mother’s Day with the launch of a limited-edition 14k gold macaroni necklace. In collaboration with fine jeweler Ring Concierge, the campaign reimagines the classic macaroni necklace, turning it into an upscale keepsake.
The necklace features a single gold noodle, elegantly strung on a 16-inch chain, and is packaged in Kraft’s signature royal blue box. Each necklace comes with a box of Kraft Mac & Cheese, expanding the brand’s connection to family mealtime traditions. The collaboration, done in partnership with Alison Brod Marketing Communication, aims to blend nostalgia with a luxe twist, appealing to consumers’ love for sentimental yet stylish gifts.
Priced at just $25, the necklace is available exclusively on Ring Concierge’s website starting May 1, offering an accessible way to indulge in fine jewelry while evoking fond memories of family moments.
Alyssa Galiardo, Associate Brand Communications Manager at Kraft Mac & Cheese, shared, “For nearly a century, Kraft Mac & Cheese has been a trusted way for moms to care for their families at mealtime. This Mother’s Day, we’re offering the ultimate way to say thank you, with an elevated twist on a timeless tradition.”
Galiardo continued, “Every time mom wears this necklace, she’ll be reminded of those special moments shared together, especially over a bowl of Kraft Mac & Cheese.”
Nicole Wegman, CEO and Founder of Ring Concierge, expressed the unique appeal of the campaign: “It’s beautiful to take a childhood ritual, like giving your mom a handmade macaroni necklace, and transform it into a real piece of fine jewelry.”
The trend of food brands venturing into quirky apparel and accessories has gained momentum as a marketing strategy to engage consumers. Last October, Ya Kun Kaya Toast collaborated with adidas on the “Raise a Toast” collection, while ZUS Coffee from Malaysia teamed up with local clothing brand Pestle & Mortar Clothing for a limited-edition release. More recently, McDonald’s Singapore worked with screen printing company Konstrukt Laboratories to make its popular McGriddles wearable.
With its nostalgic yet refined offering, Kraft Mac & Cheese continues to innovate by blending fun with fine jewelry, providing a unique Mother’s Day gift option for families.
