Maxwell House using YouTube for feel-good campaign

You might not watch a video depicting Canadian children sending boxes of toys and toiletries to an African village and think: coffee. And you might not instantly utter, “good to the last drop,” when you hear about what a local organization is doing to promote green initiatives.

But Maxwell House Canada Brand Manager Rena Nickerson says the company’s Brew Some Good campaign, which highlights worthwhile charitable efforts throughout Canada, is helping make the connection in customers’ minds.

“The Maxwell House consumer is very unpretentious and authentic,” she says. “We wanted a campaign that reflected that, but also reflected the optimism we’ve seen in consumers.”

On a $200,000 yearly budget—most of which went toward donations to 21 causes across Canada—the company produced a slate of videos to tell stories about people doing some good.

The idea percolates