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Key Takeaways:
- Kraft Mac & Cheese partners with Ring Concierge to create a luxury Mother’s Day necklace inspired by the classic pasta-and-yarn craft.
- Selling for just $25, the 14K gold piece will be sold in Kraft’s signature blue box.
- The limited drop bridges childhood rituals and product storytelling, showing how design agencies can elevate even the humblest ideas.
There’s nothing like treating mom to an eye-catching necklace inspired by the dishes she'd make you when you were a kid.
This Mother’s Day, Kraft Mac & Cheese is leveling up one of childhood’s most beloved crafts, the handmade macaroni necklace, by turning it into a real piece of fine jewelry.
In partnership with luxury jeweler Ring Concierge, the brand launched a dainty 14K gold macaroni charm on a 16-inch gold chain.
Stylish as it is nostalgic, the “Forever Macaroni Necklace” will be available in limited quantities starting May 1 for just $25.
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Despite rising gold rates, the price was kept intentionally low to stay accessible, with the brand calling it “gold that’s just as solid as mom is.”
“For nearly a century, Kraft Mac & Cheese has given moms fun, delicious and trusted ways to care for their families at mealtime,” said Alyssa Galiardo, Associate Brand Communications Manager.
“This Mother’s Day, we’re offering families the ultimate way to say thank you, with an elevated twist on a timeless tradition.”
Nicole Wegman, Founder and CEO of Ring Concierge, said the project was a personal one.
“As someone who grew up loving Kraft Mac & Cheese, and now makes it for my kids, I was so excited to reimagine it through a luxury lens," she explained.
Product design agencies can learn a thing or two from this latest Kraft x Ring Concierge collab.
It shows that a well-timed, emotionally resonant drop can turn nostalgia into brand equity and spark more meaningful consumer engagement.
A Mac & Cheese Charm
The necklace itself features a single macaroni-shaped charm modeled after Kraft’s signature noodle — curved, slightly textured, and instantly recognizable.
It’s both a visual callback to DIY crafts and a wearable keepsake meant to honor the role moms play in mealtime memories.
The limited-edition necklace also comes in a sleek version of Kraft’s signature royal blue box, serving as a tongue-in-cheek nod to Tiffany’s “little blue box.”
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Additionally, the campaign is also bolstered by a call-to-action (CTA) on social media.
The brand is inviting customers to share their Mother’s Day moments using the hashtag #KraftMacaroniNecklace.
Kraft and Ring Concierge will also promote the launch through Instagram and TikTok with teaser posts showing reactions from surprised moms opening their “blue box.”
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The latest efforts from Kraft play directly into the growing demand for personalized and emotionally-driven gifting.
It’s also a smart move by Kraft to expand its reach outside the pantry and into the lifestyle space — if only for a limited run.
Similarly, jewelry brand MYKA is making personalization its main selling point for Mother's Day.
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