KRAFT BREWS LARGEST CONSUMER PROMOTION EVER FOR MAXWELL HOUSE
By Adnews Staff
Toronto-based Kraft Canada is undertaking what it is calling its largest integrated consumer promotion ever for Maxwell House coffee. The national "Maxwell House Dream House Sweeps" contest offers Canadians the chance to win a variety of home improvement prizes from contest partners such as Black & Decker, La-A-Boy, Brita, Toshiba, Star Choice, Color Your World and Century 21. The grand prize, sponsored by Century 21, is $1 million in cash for the winner to buy a dream house. Ballots are available on specially marked packages of Maxwell House, along with $5 rebate coupons towards Black & Decker SmartBrew coffee makers and SmartBoil kettles. An eight-week ad campaign incorporating television, radio and print advertising, a Maxwellhousesweeps.com Web site and POP materials are supporting the contest. Advertising was created by Ogilvy & Mather of Toronto. The Maxwell House Dream House Sweeps contest was developed by Accumark Promotions, also of Toronto.