Kraft was certainly working the red carpet last week. The company gave out 1,000 grilled cheese sandwiches, made with Kraft Singles, at the premiere of Jonas Brothers: The 3-D Concert Experience at the El Capitan Theatre in Hollywood. While those present were probably screaming more for Joe, Nick and Kevin than a slice of cheese, the food maker nonetheless used the celebrity event to debut a new campaign. Building off its "Warm hearts without stretching budgets" promotion with Campbell Soup Co., Kraft is now advertising Singles, paired with a bowl of tomato soup and hearty grilled toast, as a meal that's under a dollar. Jonas fans can download a song, music video and poster at disney.com/kraftsingles (with a Singles UPC code). If fans start screaming "Cheese!" at the shows, hopefully the band won't take it personally.
—Posted by Elaine Wong