Ted Williams' Effect on Kraft Macaroni and Cheese
Ted Williams was a homeless man in Columbus, Ohio turned Internet star turned smooth-talking voiceover talent for Kraft Homestyle Macaroni and Cheese in less than a week. The story's evolved since then. Williams appeared on Dr. Phil saying he would enter rehab, seemingly halting any other marketing opportunities for the moment.
But as he tries to get better, Kraft is already seeing some benefits from employing Williams for its ad.
Kraft put together a behind-the-scenes video showing Williams recording voiceover for the spot and placed it on YouTube. So far the below video has generated north of 256,000 hits.
And while Williams wasn't identified in the commercial itself when it aired, news about his participation may have affected its favorability scores with consumers. According to Ace Metrix, a TV analytics agency in Los Angeles, the ad scored a 565 when it debuted during the Kraft Fight Hunger Bowl on ESPN. That score is almost 5% above the norm for commercials promoting packaged foods, faring primarily well in the desire and information quadrants.
For Kraft, Williams provided a benefit. For the Cleveland Cavaliers and Quicken Loans, which jointly offered Williams a job, it provided a slightly tricky situation. The brands were behind a website called WeWantTedWilliams.com promoting their job offer, Williams' talents and Quicken Loans as a great place to work. But in light of Williams rehab announcement, the brands took the site down, while suggesting in a statement an interest in talking to Williams about job opportunities after he seeks treatment.
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