The coffee, subway rides and even a performance by singing star Chantal Kreviazuk were free to Toronto commuters yesterday. But Kraft brand Maxwell House Canada has earmarked $200,000 for a year-long promotion of its reformulated 100% Arabica bean coffee.
Dubbed ‘Brew Some Good,’ the initiative has Habitat for Humanity Canada – which is contributing $100,000 – as a partner in a national call to nominate community do-gooders. Winners chosen by a panel will receive a $10,000 charitable donation to support their cause, and their stories will appear on the project’s microsite.
An English TV spot encouraging Canadians to nominate worthy candidates will break on March 31 for a four-week national run. A French-language equivalent will run from March 31 to June 8. Ogilvy & Mather handled the creative and MediaVest did the media buys, while Strategic Objectives is executing PR elements (all agencies Toronto-based).
‘We’re celebrating people who view each morning as a new chance to brew some good,’ explains Bill VandenBygaart, VP, beverages, Kraft Canada. ‘We’re looking for Canada’s top do-gooders and rewarding them with donations to help them continue their good work and community contributions.’
