Kraft Mac & Cheese serves up 14k gold noodle necklace for Mother’s Day

Kraft Mac & Cheese is turning childhood pasta crafts into high-karat keepsakes this Mother’s Day, teaming up with fine jeweller Ring Concierge to launch a limited-edition 14k gold macaroni necklace.

The campaign, done in collaboration with Alison Brod Marketing Communication, reimagines the classic kid-made gift with a luxe twist, a single gold noodle strung on a 16-inch chain, packaged in Kraft’s signature royal blue box. 

Each necklace also comes with a box of Kraft Mac & Cheese, extending the brand’s emotional appeal to the dinner table. According to The Kraft Heinz Company, the activation leans into jewellery’s enduring popularity as a Mother’s Day go-to, blending playful tradition with wearable branding.

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Priced at just US$25, the necklace drops exclusively on Ring Concierge’s site from 1 May, aiming to make fine jewellery accessible while tapping into nostalgia-fuelled sentiment.

“For nearly a century, Kraft Mac & Cheese has given moms fun, delicious and trusted ways to care for their families at mealtime. This Mother’s Day, we’re offering families the ultimate way to say thank you, with an elevated twist on a timeless tradition," said Alyssa Galiardo, associate brand communications manager at Kraft Mac & Cheese.

"Families can feel good knowing every time mom wears her necklace, she’ll remember special moments shared together, especially those that took place over a bowl of Kraft Mac & Cheese," added Galiardo.

In tandem, Nicole Wegman, founder and chief executive officer of Ring Concierge said, "There’s something beautiful about taking a childhood ritual, like gifting your mom a handmade macaroni necklace, and turning it into a real piece of fine jewelry." 

Food brands have increasingly adopted quirky apparel and accessories as a unique marketing strategy to seemingly engage consumers and create buzz around their products. For instance, in October last year, Ya Kun Kaya Toast collaborated with athletic apparel and footwear brand adidas to unveil "Raise a toast". 

Across the border, Malaysian coffee chain ZUS Coffee collaborated with local clothing brand Pestle & Mortar Clothing to release a limited-edition collection in November last year. Most recently, McDonald's Singapore collaborated with screen printing company Konstrukt Laboratories to make its delectable fan-favourite McGriddles wearable. 

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