Kraft macaroni and cheese is getting a little bit of competition from its own company.

Kraft Heinz has this week begun promoting its Cracker Barrel macaroni and cheese, which hit shelves in February. The product is an extension of the cheese brand that's been around since the 1950s and is perhaps best known in the Northeast.

Cracker Barrel macaroni, which comes with liquid cheese, is positioned at a premium to Kraft's other boxed macaroni and cheese products, including the main brand with powdered cheese. The aim is to win over those consumers, including families with older children, who buy prepared macaroni and cheese from restaurants or refrigerated sections at grocery stores rather than shelf-stable packaged varieties.

A new campaign from CP&B called "Award Worth Winning" pokes fun at things that earn awards, such as spelling and dogs, while touting the awards that Cracker Barrel cheese has racked up over the years.

"With such an established reputation in the premium space, we saw an opportunity to extend the brand into the macaroni and cheese category to help us reach consumers who no longer shop the shelf-stable macaroni and cheese aisle," said Johnni Rodgers, brand manager, meal solutions.

CP&B is the creative agency on the project, with Starcom on media and Ketchum handling public relations.

Read more about the campaign over at AdAge.com.