KRAFT American Cheese Teams Up with Five Guys and Feeding America for National Cheeseburger Day

GLENVIEW, Ill., Sept. 17, 2012 /PRNewswire/ -- Beginning Sept. 17, KRAFT American Cheese will donate a meal to Feeding America for every customer who visits Five Guys and checks in at KraftCheese.com/checkin using a mobile device. The two-week, nationwide promotion kicks off in honor of National Cheeseburger Day, Sept. 18, and supports Hunger Action Month. As an added thank you, patrons who check-in will also receive a coupon for KRAFT American Cheese slices.

(Logo: http://photos.prnewswire.com/prnh/20090420/KRAFTLOGO)

Kraft Foods has partnered with Feeding America, the nation's leading hunger-relief charity, for nearly three decades. The company has provided more than one billion meals to those in need. Through the Five Guys/KRAFT American Cheese Cheeseburger Check-In promotion, Kraft plans to donate another 100,000 meals.

Calling All Cheeseburger Fans: Check-In for Charity
Five Guys and KRAFT American Cheese slices are the perfect combination to commemorate the classic American food holiday, National Cheeseburger Day. Five Guys is known for its fresh, juicy burgers, wide variety of toppings and using the best burger-making ingredients, which is why it chooses KRAFT American Cheese.

"Since we first opened our doors in 1986, we've paired our burgers with KRAFT American Cheese slices for their creamy melt and mild taste," says Molly Catalano, director of communications, Five Guys. "We're pleased to team up with Kraft Cheese on another delicious venture – the cheeseburger check-in – in support of a great cause."

Rewards Are One Click Away: Participation Details

• "Check-in Here" signage will be posted near the entrance and registers at each restaurant
• Customer goes to KraftCheese.com/checkin on a mobile device
• From there, he/she will be asked to connect with Foursquare or Facebook
• Once the connection has been made, customer will be prompted to check-in
• Afterwards, customer will receive a confirmation email with one coupon for KRAFT Singlesⁱ

Pile on the KRAFT American Cheese
If layered side by side, the amount of KRAFT American Cheese slices sold at Five Guys locations in 2011:

• Would be able to climb up and down Mt. Everest 1,546 times (Mt. Everest is 5.5 miles above sea level)
• Would be able to travel from the Five Guys Corporate offices in Lorton, VA to the North Pole (4,212 miles) and back
• Would match the height of the Willis Tower (the tallest building in the U.S. at 1,451 feet) 30,955 times over

America's Love Affair with Cheeseburgers
The cheeseburger has come a long way since its storied inception in 1924 when Lionel Clark Strenberger experimentally topped a hamburger with a slice of American cheese at his father's sandwich shop.ⁱⁱ Americans have been topping their burgers with individually-wrapped slices for nearly 50 years, after KRAFT Singles were introduced nationally in 1965. Today, the cheeseburger has become one of America's favorite foods, enjoyed in the U.S. approximately 900 million times per week.ⁱⁱⁱ

To learn more about the Five Guys/KRAFT American Cheese Cheeseburger Check-In promotion, visit KraftCheese.com/checkin. For recipes and serving ideas, visit www.kraftcheese.com/singles.  For more about Five Guys and restaurant locations, visit www.fiveguys.com.

ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion.  On Oct. 1, 2012, Kraft Foods Inc. will separate into two companies. Mondelez International, Inc. will be a high-growth global snacks company with annual revenue of approximately $36 billion and several billion-dollar brands including Cadbury, Jacobs, LU, Milka, Nabisco, Oreo, Tang and Trident. The spin-off company, Kraft Foods Group, Inc. will be a high-margin North American grocery company with annual revenue of approximately $19 billion and billion-dollar brands including Kraft, Maxwell House, and Oscar Mayer. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Standard & Poor's 500, NASDAQ 100, Dow Jones Sustainability Index and Ethibel Sustainability Index.  Visit http://www.kraftfoodscompany.com/ and www.facebook.com/kraftfoodscorporate.

ABOUT FIVE GUYS
Five Guys is a family owned and operated franchise restaurant group that focuses on serving high quality burgers and fries in a clean, no frills atmosphere. Five Guys was established in 1986 in Arlington, VA. In 2003, Five Guys opened its first franchised location and with the help of loyal franchisees, Five Guys has expanded from five to over 1,050 locations in the US and Canada. According to Technomic, Five Guys is the fastest growing franchise and has been for the past four years. ZAGAT Survey said "there are no better burgers." For more information, visit www.fiveguys.com.

ABOUT FEEDING AMERICA
Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation's leading domestic hunger-relief charity, our network members supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit http://www.feedingamerica.org. Find us on Facebook at facebook.com/FeedingAmerica or follow our news on Twitter at twitter.com/FeedingAmerica.

[i] Customers will receive a coupon with their first registered check-in, only.
[ii] Williams, Janette. "Birthplace of the Cheeseburger to Celebrate First "Cheeseburger Week," Pasadena Style." Pasadena Star - News: n/a. Jan 07 2012. Chicago Tribune; ProQuest Newsstand. Web. 24 Aug. 2012.
[iii] Dairy Farmers of America. National Cheeseburger Day. Retrieved August 28, 2012, from http://www.dfamilk.com/newsroom/events-calendar/national-cheeseburger-day. 

– make today delicious –

SOURCE Kraft Foods