Maxwell House

Maxwell House

March 27, 2008 12:47 ET

Maxwell House Declares Wednesday, March 26, 2008 a Day to Brew Some Good

More than $300,000 committed to do-gooders; free subway rides; and performance by Chantal Kreviazuk

TORONTO, ONTARIO--(Marketwire - March 27, 2008) - Maxwell House

Editors Note: A photo and video are included with this press release.

Today Maxwell House marked the launch of its all new Maxwell House Coffee made with 100 per cent premium quality Arabica beans by declaring 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 good!"

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 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 else today."

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 others."

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 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 community contributions."

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.

Maxwell House

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

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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