Kraft Macaroni & Cheese is employing the "golden voice" of Ted Williams in a Valentine's promotion.
Williams is the homeless man who gained national fame last year after his smooth baritone was featured on the Internet.
From Feb. 12-14, the "Golden Voice of Love" campaign invites consumers to tag their Valentine's Day Tweets with #VoiceOfLove. They will go to Ted Williams, who will record personalized video readings of the ones that he likes.
Consumers whose messages are selected will receive tweets and links to their videos from @kraftmacmcheese. All videos will be viewable on the Kraftmacncheese YouTube channel.
Each #VoiceOfLove tweet will trigger a donation of 100 boxes (up to 100,000 total) of Kraft Macaroni & Cheese to Feeding America.