Maxwell House is offering folks more than just a coffee break for Labor Day.
The brand invites users to tweet @Maxwell_House from Sept. 1 through Sept. 3 using the hashtags #LaborOnLaborDay and #contest, while sharing a photo of themselves or someone they know working on the holiday.
Doing so gives them a chance to win the equivalent of a “paid day off” in the form of a $150 Visa gift card. Up to 1,000 such prizes will be awarded at random. You’ll be able to learn more on the Labor on Labor Day website once the holiday weekend commences.
“Labor Day, previously intended to honor hard-working Americans, has lost its meaning,” says Luke Cole, director of marketing at Maxwell House parent Kraft Heinz.
“While Labor Day is now filled with shopping sales and last-minute vacations before school starts, Maxwell House recognizes that 1 in 4 Americans are working on Labor Day and are going unappreciated,” he says. “This inspired us to give all Americans working this Labor Day the chance to win a paid day off.”
(Actually, Labor Day was created to honor the work of unions and the labor movement, an aspect often overlooked by management types, but I digress.)
Developed with ad agency David, the initiative includes a video in which we meet Ohio truck driver Ron Kline. He hasn’t missed a workday in 53 years, but soon will, thanks to Maxwell House, which is paying for his upcoming family vacation:
Aww, enjoy your time off, slacker!
So, what does all this have to do with coffee?
According to Cole, the brand “has fueled America’s workforce with dependable, good-tasting coffee for 125 years. Maxwell House is a coffee brand that knows the true meaning of Labor Day is to honor hard-working Americans.”
That industrious group includes “a select number of employees” required to work on Labor Day in Maxwell House production facilities, he acknowledges.
As company staffers, they’re ineligible for the contest, but at least there should be plenty of java around to help get them through their shifts.
Client: Kraft Heinz / Maxwell House
Executive Group Creative Director: Tony Kalathara
Group Creative Director: Danny Alvarez
Group Creative Director: Jason Wolske
Copywriter: Melusi Mhlungu
Jr. Art Director: Sofie Rosell
Head Of Global Production: Veronica Beach
Producer: Octavio Luna
Business Manager: Barbara Karalis
Creative Manager: Cristina Moses
Managing Director: Paulo Fogaça
Head Of Account Management: Carmen Rodriguez
Account Director: Mariana D’aprile
Sr. Account Executive: Carolina Foster
Assistant Account Executive: Nneoma Chukwueke
Strategy Director: Jon Carlaw
Jr. Planner: Anastasia Lara
Client: Kraft Heinz / Maxwell House
SVP, Head Of Brand And R&D U.S.: Michelle St Jacques
President: Adam Butler
Marketing Director: Luke Cole
Brand Manager: Melanie Graff
Production: Hey Wonderful
Founder / Managing Director: Michael Digiorlamo
Executive Producer: Sarah Mcmurray
Line Producer: Mahlin Diamond
Director Of Photography: Starr Whitesides
Coordination: Jared Plotin
Editorial: Cosmo Street Editorial
Sr. Editor: Marlo Caine
Managing Partner/Executive Producer: Yvette Cobarrubias-Sears
Head Of Production: Luiza Naritomi
Producer: Tina Evanow
Assistant Editor: Kyle Moriarty
Music/Sound Design: Beacon Street Studios
Executive Producer: Adrea Lavezzoli
Senior Mix/Sound Design Producer: Kate Vadnais
Music Producer: Lindsey Lerman
Engineer (Mixer/Sound Designer): Rommel Molina
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