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Kraft strengthens mobile repertoire with Five Guys check-in partnership

Kraft has teamed up with Five Guys for a mobile check-in promotion that supports Hunger Action Month.

Starting this week, Kraft American Cheese will donate a meal to Feeding America for every customer who visits a Five Guys location and checks in. Consumers can participate by checking in at using their mobile device.

"We?re having a bit of fun, while doing a bit of good related to two areas we have vested interest - National Cheeseburger Day and Hunger Action Month, said Darchelle Caces, associate brand manager at Kraft. "As part of the check-in promotion with Five Guys, Kraft American Cheese will donate a meal to Feeding America for each person who checks in at 

"We hope to provide 100,000 meals through the two-week campaign," she said. "And of course, Kraft American Cheese slices have been a staple cheeseburger ingredient for decades. 

"Five Guys has been using Kraft American Cheese since the restaurant was first established in 1986, so this promotion is a natural fit." 

As an added thank you to customers, everyone who checks in at will receive a coupon for KRAFT American Cheese slices.

Kraft Foods is a global snacks powerhouse that owns brands including Cadbury, Jacobs, LU, Milka, Nabisco, Oreo, Tang and Trident.

Five Guys is a family-owned and operated franchise restaurant group that serves burgers and fries.

How it works
The Kraft promotion will go on for two weeks.

Kraft Foods has also partnered with Feeding America for the mobile initiative.

In addition to the ongoing campaign, Kraft plans to donate another 100,000 meals.

Five Guys is featuring a Check-in Here signage at its locations, which will be posted near the entrance and registers at each restaurant to help spread the word out about the initiative.

After consumers check-in at, they will be asked to connect with either foursquare or Facebook.

When users check-in, they receive a confirmation email with one coupon for the Krafts Singles products.

Checking in
Mobile check-ins are a great way to drive participation.

By offering an incentive ? in this case a coupon ? Kraft is able to drive consumer engagement.

"Food has always been a social thing, but thanks to things like Instagram, Foursquare and Facebook, food is more social than ever," Ms. Caces said. 

"It's imperative we stay part of the food conversation, and one way to do that is through mobile programs. We want to interact with people where they are at today, and that?s on their smartphones," she said.

Final Take

Rimma Kats is associate editor on Mobile Marketer, New York