How bout some cheese with that tweet?

Apparently quite a few people on Twitter are talking about mac and cheese, so much so that the favored dish has become a trending topic. (Why might be the question.) But Kraft Foods, ever the opportunist, has seized on the conversation to push its Macaroni & Cheese brand by getting fans to play an ole fashioned game of jinx.

The promotion works like this, according to a statement to Ad Age by the food giant: "When two people Tweet about mac & cheese, we send both of them a link calling their Mac & Jinx and provide a link. The first one to call "Jinx" by clicking the link and giving us their address wins free product from Kraft Macaroni & Cheese. The package arrives to the winner's home within 7-10 days, and when they open it they're in for another treat: an official Mac & Jinx T-shirt."

The promotion, by Mac & Cheese agency Crispin Porter & Bogusky, is apparently working, as "Mac & Cheese" was a trending topic by the end of the day. The effort comes as Kraft continues to position the brand for adults, not just kids, with the "You Know You Love It" campaign.