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Kraft Offers 'Textbooks' Filled With Snacks

Offering a unique twist on back-to-school, Kraft Heinz and Mischief @ No Fixed Address have created four free "FUNdamental Textbooks." "Lessons in each volume integrate Kraft brands," per Muse By Clio. "And we use the term 'lessons' loosely. For example, 'Slurpstory' —like history, but slurpy—hypes Capri Sun, complete with a product sample inside. The other volumes contain snacks, too: Lunchables, Jell-O or Kraft Mac & Cheese. Predictably, the campaign's drawn some heat from health advocates, and from those who believe kids see enough brand messages already."

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