Van Houtte continues 100th anniversary campaign
By Adnews Staff
Coffee brand Van Houtte has begun a new promotion as part of its 100th anniversary campaign. The new initiative includes the participation of four Canadian chefs, who have contributed a series of original recipes intended to highlight the flavours of coffee. The recipes are being distributed online at <http://www.vanhoutte.com> as well as through participating grocery stores.
The promotion also includes a contest component which consumers can enter at the website or by text message. The winner will receive a prize package worth $5,000, consisting of a meal for five prepared at the winner’s home by a chef.
“Our 100th anniversary is a great opportunity to collaborate with masters from various fields in order to integrate the notion of ‘masters’ in Canadian popular culture,” said Stéphane Renauld, director of brand management at parent company Keurig Canada. “Just as Albert-Louis Van Houtte democratized coffee a 100 years ago by sharing his passion, creativity and mastery with everyone, Van Houtte wishes today to continue fostering coffee discovery in all its forms. This partnership with culinary masters is rooted in our master roaster’s boldness and innovation, and is part of an extensive, festive, creative and unifying campaign to celebrate our 100 years of existence.”