Kraft has long known that its popular product "Easy Mac" has become a dorm room staple and is now taking that phenomenon online with a new campaign on CollegeHumour.com.

The bombastic site, popular for its viral videos, slogan tees and quotable articles, will feature a dedicated Kraft section with a "really frugal gourmet" series promoting the brand.

The Barry Diller-owned site is launching its brand-safe marketing model with Kraft and has already attracted other big name brands such as Jeep and Old Spice.

The site aims to instill a feeling of security for brand advertisers, reflecting recent statements made by Diller that he plans to invest heavily in interactive marketing and focus on professionally produced content rather than YouTube's user generated model.