Kraft Heinz is infusing their shopping experience with interactive content via “intelligent packaging.”

Kraft Heinz is infusing their shopping experience with interactive content via “intelligent packaging.”Soon, young shoppers can trigger a mobile experience by tapping Kraft American Singles with their phones. Not only will they receive suggested recipes, but they’ll also be able to play a scratch-and-win game and could cash in with a $50 price (that’s a lot of cheddar). The interactive experience will also change based on location, meaning in-store and at-home shoppers won’t receive the same content. (MediaPost, Mobile Marketer)