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Rapper Reverend Run has been tapped as the spokesman and brand ambassador for Kraft Foods’ Kool-Aid line, which is introducing new and reformulated products this spring.

The 81-year-old company has formed also formed a partnership with Reverend Run and KaBOOM!, a non-profit organization that aims to build 24 playgrounds in cities across the United States.

“I grew up drinking and loving Kool-Aid and associate it with fun childhood memories,” Reverend Run said. “I’m personally committed to bringing families together — at the dinner table, in communities and on playgrounds. I’m hopeful that by working together, Kool-Aid, KaBOOM! and I can make a real difference in kids’ lives by allowing them to have fun and create the memories that will serve them well for many years to come.”

In addition to Reverend Run, his family – the subjects of his hit MTV reality series Run’s House - will make appearances at local community build sites, the rapper will be included in Kool-Aid displays and promotions.

“We can’t imagine better partners than Reverend Run and KaBOOM! to help us start a national conversation about the benefits of safe play for kids and the importance of a healthy and active lifestyle,” added Kirstie Krall, Senior Brand Manager, Kool-Aid.

Kool-Aid’s products can be found in grocery stores nationwide.