Survey Says Canadians Think We Are Not Kind Enough: Maxwell House Declares "Brew Some Good Week" in Canada to Encourage Canadians to Perform More Kind Acts

    TORONTO, Feb. 27 /CNW/ - A recent Harris/Decima poll commissioned by
Maxwell House, Canada's favourite coffee, reveals that 60 per cent of
Canadians say we're not kind enough. While 37 per cent of Canadians say they
have done something nice for a stranger in the last 24 hours, only 18 per cent
say they have been the recipient of a random act of good in that same period.
Maxwell House believes Canadians are kind and is determined to help them show
it by declaring March 2 - 8, 2009, Brew Some Good Week in Canada.
    During Brew Some Good Week, Canadians are encouraged to unite in as many
random acts of good as possible. Teams of Maxwell House Brew Gooders will take
to the streets of Vancouver, Calgary, Toronto and Montreal to reward people
spotted doing acts of good.
    "Maxwell House is about brewing good - both in the cup and the
community," says Bill VandenBygaart, Vice President, Beverages, Kraft Canada.
"Last year, we committed over $300,000 to brewing good in communities across
Canada. By declaring Brew Some Good Week, we're continuing our commitment by
encouraging and rewarding Canadians for doing their own random acts of good
across the country."

    Brew Some Good Week In Canada
    With support of community leaders, including Councillors, Mayors and
Premiers across the country, Maxwell House is challenging Canadians to get out
and brew some good!
    The teams of Maxwell House Brew Gooders will:

    -   Search for people engaging in random acts of good and reward them
    -   Reward packages will include the Canadian book Cool to Be Kind:
        Random Acts and How to Commit Them and vouchers for two free tins of
        Maxwell House 100 per cent Arabica coffee; one to keep and one for a
        friend or stranger!
    -   Each time a coffee voucher is redeemed, Maxwell House will make
        a $10(*) charitable donation to Habitat for Humanity Canada
    -   Maxwell House Brew Gooder whereabouts will be listed on along with kindness tips and a free download of the
        Canadian book "Cool To Be Kind: Random Acts and How To Commit Them"

    Random acts of good: Canadian expert shows how
    Brad Stokes, co-author of Cool To Be Kind: Random Acts and How to Commit
Them will join with Maxwell House on this initiative. Mr. Stokes will
encourage participation with tips and advice on how Canadians can increase
their kindness quotient.
    "With all the upheaval in the world today, Canadians can take the lead in
giving kindness a kick-start and I'm really excited to help lead the
movement," says Mr. Stokes who together with three friends embarked on an
Extreme Kindness Tour of Canada in 2002, and literally wrote the book on
    "Showing kindness can be as simple as making a pot of coffee for your
work colleagues, or as grand as paying for someone's gas or groceries," he
says. "We're in tough times right now and everyone - friends and strangers -
could really benefit from the comfort that kindness brings."
    For more information on Brew Some Good Week in Canada, visit

    Kraft Foods
    Kraft Foods ( is the world's second largest food company
with annual revenues of $42 billion and sales in 150 countries. For more than
a century, we've been inspired by consumers to deliver delicious foods that
fit the way they live. From American brand icons like Kraft cheeses, dinners
and dressings, Maxwell House coffees and Oscar Mayer meats, to global
powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses,
Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Côte d'Or,
Lacta and Toblerone chocolates, we're proud that our brands deliver millions
of smiles a day. Kraft Foods (NYSE:   KFT) is a member of the Dow Jones
Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index
and Ethibel Sustainability Index. In Canada, company brands include Kraft
Dinner macaroni and cheese, Christie cookies and crackers, and Delissio pizza.

    About the Survey
    The survey was conducted by Harris/Decima between December 18 and 21, 2008
via a national omnibus telephone survey among a representative sample of 1,031
Canadians. The margin of error is +/-3.1%.

    (*) Maxwell House will donate $10 per coupon redeemed up to $50,000, part
        of a total commitment of $150,000 to Habitat for Humanity Canada in

For further information:

For further information: or to book an interview with Brad Stokes please
contact: Fiona Keeshan or Timothy Chan,, at
Strategic Objectives, Tel: (416) 366-7735, Fax: (416) 366-2295

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