It's a no-brainer that Kraft is doing a good thing by feeding hungry kids, but the real impact, at least from a shopper marketing perspective, is that the CPG manufacturer is priming potentially new audiences to look for the Kraft name in-store. By serving Hispanics as well as African-Americans, Kraft is setting the stage for a future brand relationship with any unacculturated shoppers who may not be familiar with the brand or its ready-made food. Also, the CPG manufacturer, who is well known for processed foods that aren't necessarily considered healthy (Mac n' Cheese, anyone?), has the chance to polish its image with the nutrition messages that accompany the mobile food trucks.