More than $300,000 committed to do-gooders; free subway rides; and
performance by Chantal Kreviazuk
TORONTO, March 26 /CNW/ - Today Maxwell House marked the launch of its
all new Maxwell House Coffee made with 100 per cent premium quality Arabica
beans by declaring it a day to brew some good. Maxwell House set out to start
a wave of do-gooders across the country.
Maxwell House, Canada's favourite coffee brand, kicked-off its Brew Some
Good celebration at 6 a.m. at Toronto's busy mid-town Eglinton subway station
with acts of good. The day included 10,000 free subway rides at Eglinton
station and a great cup of coffee On The House.
In addition, Maxwell House announced a commitment of over $300,000 to
do-gooders in Canada through:
- A multi-faceted partnership with Habitat for Humanity Canada and a
$100,000 donation to the organization;
- World renowned Canadian singer-songwriter Chantal Kreviazuk, busked
for Habitat for Humanity Canada at RIO-CAN Yonge & Eglinton Center
outside Eglinton subway station; and
- A national call to nominate community do-gooders at
www.brewsomegood.ca for a chance to be recognized with a cash
donation. More than $200,000 was allocated to this initiative.
"Today we're launching more than a better tasting Maxwell House Coffee,
we're brewing some good - good coffee and good deeds," said Bill
VandenBygaart, Vice President, Beverages, Kraft Canada, makers of new Maxwell
House 100% Arabica Coffee. "We are touching thousands of people with our acts
of good, recognizing Canadian do-gooders and encouraging everyone to brew some
Chantal Kreviazuk brews some good for Habitat for Humanity Canada
Internationally renowned Canadian singer-songwriter Chantal Kreviazuk
took part in the Brew Some Good celebrations at RIO-CAN Yonge & Eglinton
Center, just outside Toronto's Eglinton subway station, by busking for Habitat
for Humanity Canada. She treated Torontonians to several songs over an hour.
"I'm delighted to be here today to help Maxwell House and brew some good
for Habitat for Humanity Canada," said Ms. Kreviazuk. "We're all doing random
acts of good, hoping you'll pay it forward by doing something nice for someone
The Maxwell House partnership with Habitat for Humanity Canada includes
marketing support, public awareness building and a generous donation. "We are
thrilled that Maxwell House is supporting our work in building homes and hope
for Canadian families," said David Hughes, President and CEO, Habitat for
Humanity Canada. "This campaign is a fantastic demonstration of how people
from all walks of life can join us and have a positive impact on the lives of
Wanted: Canada's leading do-gooders!
Starting today, Maxwell House is conducting a nationwide, year-long
search for Canada's leading do-gooders. Nominations can be made at
www.brewsomegood.ca. The initiative will be promoted through a television
commercial premiering on March 31, encouraging Canadians to nominate worthy
candidates. Winners will be determined by a panel of judges and will receive a
$10,000 charitable donation to support their cause. Their stories will appear
on www.brewsomegood.ca. To demonstrate the brand's commitment to Brew Some
Good, Maxwell House produced the new TV commercial on a shoe-string budget to
free-up more than $200,000 for this program, including initial donations to
MIRA, a guide dog training service for the visually and physically impaired
and Toronto's Regent Park School of Music for inner-city youth.
"We're celebrating people that view each morning as a new chance to brew
some good," says VandenBygaart. "We're looking for Canada's top do-gooders and
rewarding them with donations to help them continue their good work and
For more information, visit www.brewsomegood.ca.
Habitat for Humanity Canada
Habitat for Humanity Canada (HFHC) is a national, non-profit, faith-based
organization working for a world where everyone has a safe and decent place to
live. Founded in 1985, HFHC has over 30,000 volunteers and works with
72 affiliate partners across Canada to build affordable housing and promote
homeownership as a means to breaking the cycle of poverty. HFHC is a member of
Habitat for Humanity International, which spans 93 countries and has built
over 225,000 homes worldwide. Habitat for Humanity builds a new home somewhere
in the world every 21 minutes.
Almost one in five Canadians drink Maxwell House Coffee on a daily basis,
making it Canada's number one selling coffee. Twenty-eight million pounds of
Maxwell House coffee are sold annually in Canada - the equivalent weight of
six space shuttles! This translates to 1.6 billion cups of coffee. Maxwell
House coffee has been enjoyed by Canadians since 1929. In March 2008, Maxwell
House Coffee converted to 100 per cent Arabica beans, carefully selected and
roasted to perfection to maintain the Maxwell House signature flavour.
Kraft Foods (NYSE: KFT) is one of the world's largest food and beverage
companies, with 2007 revenues of more than $37 billion. For more than
100 years, Kraft has offered consumers delicious and wholesome foods that fit
the way they live. Kraft markets a broad portfolio of iconic brands in more
than 150 countries, including nine brands with revenues exceeding $1 billion:
Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream
cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand;
Jacobs coffees, Milka chocolates and LU biscuits. Kraft is a fully independent
company and is listed in the Standard & Poor's 100 and 500 indexes.
The company is a member of the Dow Jones Sustainability Index and the
Ethibel Sustainability Index. For more information, visit the company's web
site at www.kraft.com. In Canada, company brands include Kraft Dinner macaroni
and cheese, Christie cookies and crackers, and Delissio pizza.
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