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Kraft Gets Behind Jonas Brothers Movie to Move Cheese Singles

Will Sponsor Premiere, Offering Special Promotions, Custom Site

By Published on .

CHICAGO (AdAge.com) -- The best way to a man's heart may be through his stomach, but Kraft is betting that the fast track to mothers' hearts is through their daughters.

The integrated website offers a number of activities, such as an option to vote for your favorite Jonas Brothers' song.
The integrated website offers a number of activities, such as an option to vote for your favorite Jonas Brothers' song.
Kraft is sponsoring the "Jonas Brothers: 3-D Concert Experience" premiere tomorrow at the El Capitain Theater in Hollywood, and the food giant plans to give out about 1,000 sandwiches that will be made on site. Kraft tapped promotions and events shop Momentum Worldwide, New York, to handle the effort.

As part of the promotion, Kraft is offering a free Jonas Brothers download, a poster and behind-the-scenes video footage online in exchange for a Kraft Singles UPC code. The integrated site, Disney.com/kraftsingles, offers a number of activities, such as an option to vote for your favorite Jonas Brothers' song. Kraft is ginning up interest in the tie-in with a 10-second tag on a spot from Nitro, New York, making moms aware of the Disney site and available freebies. The spot will run through mid-March and the site will stay live through April.

Cheesy connection?
While the connection between a cheesy sandwich and a cheesy pop act may amuse some, the Jonas Brothers have proven strong partners with a number of marketers to date, including Burger King, which tapped the trio for a tie-in when it launched apple fries as part of its kid's meal last year. The chain later said that kid's meal sales were boosted by the promotion.

Kraft is looking to tap into the same pool of goodwill. With the promotion and the accompanying spot, the marketer is kicking off a yearlong campaign called "Smiles Under a Single." The idea is to convey kids' love for grilled cheese as well as to emphasize that a lunch of the sandwich made with Kraft Singles and a bowl of tomato soup only costs a dollar.

While the value-oriented creative via Nitro is geared at moms, the Jonas Brothers tie-in seems geared more toward little girls. Singles brand manager Clayton Wai-Poi explained that while daughters may be the bigger Jonas fans, the promotion provides a "way that [a mom] can please her family." An added bonus, said Mr. Wai-Poi, is that the "Jonas Brothers may appeal more towards children in the family, but that appeal exists so that moms can be the hero via Kraft Singles and be a hero by giving kids something that brings a smile and doesn't have to cost that much."

Focusing on Singles
Mr. Wai-Poi said the campaign will run all year, with different events expected to target other members of the family, though he declined to give specifics.

Kraft, which is in the final stretch of a three-year turnaround plan, has been updating its iconic brands one by one. Singles will receive particular focus this year. In the past two years, the Northfield, Ill.-based company has focused on Macaroni & Cheese, Ritz, Oreo and Velveeta. Maxwell House and the company's salad-dressing business have also gotten major overhauls, including reformulations and new packaging.

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