Kraft Singles Launches Yearlong "Smiles" Campaign
February 24, 2009
Kraft Singles is kicking off its new, yearlong “Smiles Under a Single” campaign and is supporting the effort with free grilled cheese sandwiches.
Reps today are giving away the sandwiches made with Kraft Singles cheese at the world premiere of Walt Disney Pictures’ “Jonas Brothers: The 3D Concert Experience” at the El Capitan Theatre in Hollywood.
The giveaway is part of the brand’s tie-in to promote the 3-D movie, which opens in theaters nationwide Feb. 27.
Kraft plans to pass out about 1,000 sandwiches to red carpet attendees and people in the theater at the event, Kraft spokesman Basil Maglaris said.
In addition, people can enter a UPC code from the cheese product to request a free Jonas Brothers download. The exclusive content includes a Jonas Brothers song, a music video and poster from the movie. One million downloads will be available through April 30.
This latest Kraft Singles campaign is designed to celebrate the little things in life that make people smile, such as a grilled cheese sandwich. Other activities will launch throughout the year, Maglaris said.
Kraft is supporting the campaign with a TV spot featuring a tie-in tag promoting the Jonas Brothers’ movie and radio spots on Radio Disney. The Nitro Group is the creative agency for the television spot Edelman is handling PR.