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Van Houtte launches Masters' Fund campaign

Coffee brand Van Houtte has launched an initiative called the “Van Houtte Masters’ Fund” to conclude its 100th anniversary series of promotions. According to the company, the fund will award $20,000 bursaries to five Canadians to “enable them to pursue their passion and perfect their craft.” The program will debut on Oct. 30, hosted by CBC/Radio-Canada at <http://www.cbc.vanhoutte>. It will be followed by a campaign focusing on the personal stories of the recipients. The campaign will include a television commercial, online videos, online display ads and social media ads. It will run until Dec. 22. Van Houtte is a division of Mississauga-based Keurig Canada.

“Since its inception, Van Houtte has built its reputation on the passion of its founder, Albert-Louis Van Houtte, which led him to become a master of coffee artistry and roasting,” said Stéphane Renauld, director of brand management at Keurig Canada. “Therefore, with the Masters’ Fund, we want to salute the passion of remarkable Canadians for their unique talents and their commitment to their art. As we aim to bring masters into Canadian pop culture, CBC/Radio-Canada offers us the opportunity to reach millions of Canadians to discover the five bursary recipients. We wanted to collaborate with a media partner who is a master of Canadian popular culture, and whose values are aligned with ours.”

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