[30 November/Food Dive]

Kraft Heinz coffee brand Maxwell House has seen an increase in ad awareness and purchase consideration since launching a campaign over Labour Day weekend that celebrates hard work, a YouGov analysis found. Analysis shows that Maxwell House focusing its marketing messaging on hard work and featuring the American worker are paying off. Other consumer packaged goods brands, including Del Monte and Land O’Lakes have recent campaigns highlighting their connection to the farmers that produce their products. Coffee drinking is on the rise, especially among millennials with at-home coffee preparation dominating coffee consumption.  Research indicates that 61% of current and former customers of the Maxwell House branded coffees believe that success in America depends on hard work rather than good fortune, above the national average of 57% of US adults.