• by Chuck Martin , September 24, 2019

Kraft Cheese is launching a nationwide “intelligent packaging” campaign for its products sold at Walmart.

Consumers can use their mobile phone to tap Kraft American Singles packs to play a scratch-and-win game.

In-store shoppers can receive recipe content along with an interactive scratch-and-win game that can be done at home.

TPG’s mobile engagement platform used for the campaign triggers different content depending on whether the product is in-store or at home, where consumers have a chance to instantly win $50 by tapping their phone to the Kraft Cheese package.