"As many other Americans, our advertising agency as well as the rest of the Kraft Macaroni & Cheese team were moved by Ted's story. We thought he had a perfect voice. We thought it was a perfect fit for our campaign... and thought it was a great opportunity to give him the chance to use his great voice to get employment," Kraft brand manager Noelle O'Mara said Friday from the company's Northfield, Ill., headquarters.
In a week filled with TV appearances and tearful family reunions, Williams found time to check into a New York recording studio Thursday and cut four commercials for the company.
The ad, produced by the agency Crispin Porter & Boguky, will fittingly premier during Kraft Fight Hunger Bowl Sunday night on ESPN. The Nevada versus Boston College game finishes Kraft’s many month-long charitable program, which has donated almost 21 million meals to food banks nationwide.
Williams announced the deal with Kraft during a Thursday appearance on NBC's TODAY.