Kraft Heinz’s Lunchables isn’t just about making yummy snacks for kids. A considerable chunk of Lunchables’ value proposition is to inspire playtime during meals. Kids turn slices of deli meats, sauces, crackers, and other Lunchable components into everything from race cars to dinosaurs.

But Lunchables has taken the rise of visual generative artificial intelligence to highlight the seemingly limitless imagination of children, and its latest campaign is pitting what it calls “Kid Intelligence” (KI) versus AI, asking youngsters to submit their food-inspired creations for a chance to win a series of prizes.