Does everyone remember the charming story of Ted Williams, the homeless man with the "Golden Voice" from early 2011?
A truly heartwarming story of a man living on the street with nothing to his name who was discovered to have a voice from the heavens when it came to voiceovers and radio.
After some ups and downs, and becoming the official spokesman for KRAFT Mac & Cheese, Williams is back in the spotlight, this time helping out a cause very near and dear to his heart. From February 12-14, KRAFT has a campaign running where Ted will read aloud select tweets, tagged with #voiceoflove, in his signature "Golden Voice" style.
For every #voiceoflove Tweet he receives, KRAFT will donate 100 boxes of macaroni & cheese to Feeding America, a non-profit organization that is the nation's leading hunger-relief charity. Even better is that KRAFT is planning on donating up to 100,000 boxes!
CP+B definitely hit a homerun with this one. Pairing the terrific story of Ted Williams with helping out a great organization like Feeding America is surely going to provide an incredible benefit to KRAFT, both in brand equity AND in financial return.
So what do you think? Is this a big win for KRAFT or is it a waste of resources? Do you have any other examples of charitable partnership marketing you'd like to share?
Image Credit: Kraft/YouTube