In February, as the world celebrates Valentine’s Day, love is the major theme of promotions and advertising efforts. Brands offer their own unique or predictable ways to share love with their special ones and with the world as well by purchasing the new themed merchandise or writing messages of love. Recently, Heineken and Starbucks to name but a few offered their hilarious solutions for spreading the romantic spirit with people they love and know, but KRAFT Macaroni & Cheese is taking love sharing to the next level by offering to send positive emotion to those, whom they probably haven’t met in their life, as part of the charitable ‘Golden Voice of Love’ effort.
Photo: Smile and tagging, from www.facebook.com/kraftmacaroniandcheese
The new campaign that features the brand’s ‘Golden Voice’ Ted Williams, who generated a lot of positive buzz last year as the voice behind the ‘You know you love it’ ads, is calling KRAFT Macaroni & Cheese’s loyal fans to help hungry people in the USA. The brand is encouraging public to tag their V-Day tweets with #VoiceOfLove from February 12-14. These posts will immediately appear in Mr. Williams’ virtual mailbox—then he will select a number of tweets and record them in a video in his great soulful voice, which will be then posted to the brand’s YouTube Channel. The @kraftmacncheese channel will send the link to the video to the winners.
Each tweet with this holiday tag will result in a donation of 100 boxes of KRAFT Macaroni & Cheese to Feeding America (a total of up to 100,000 boxes will be given to the organization). This Valentine’s Day extension was developed by Crispin Porter + Bogusky, the agency behind the ‘You know you love it’ promotion.
“Like many others, KRAFT Macaroni & Cheese was moved by Mr. Williams’ story last year. We think that his amazing voice is perfectly suited to our campaign. We’re pleased to be working with Ted again in 2012 and be able to offer him a way to give back by sending love and feeding the hungry this Valentine’s Day,” commented Noelle O’Mara, Senior Brand Manager, KRAFT Macaroni & Cheese. The brand will also launch a new commercial featuring Mr. William’s voice during year’s Academy Awards on ABC on February 26.