a Kraft Dinner Deluxe is your plain regular macaroni and cheese with sliced hot dog saussages in it, so it doesn't look as cheap.

Somebody in the working class (welfare, low income or anything related to that also applies) whos trying to improve their image or to make things appear nicer by buying/using/wearing cheap fashionable items. For example, copies of Tommy Hilfiger or Baby Phatt.

Picture Shirley and Steve in your local Bingo parlor for instance.

An embarrassed smile.