TARRYTOWN, NY: Maxwell House has launched a grassroots truck tour as part of its second annual “Drops of Good” program, which it is conducting along with nonprofit Rebuilding Together.
The overall goal of the philanthropic effort is to “change struggling neighborhoods by revitalizing crucial community centers.” The company had asked consumers to vote on MaxwellHouse.com for centers around the US that they think deserve funding, explained Corey Provine, senior brand manager at Kraft's Maxwell House.
With all the votes tallied, the company will kick off the second part of the program with up to $50,000 in renovations to the Urban Ministry Center in Charlotte, NC. Detroit's Center for Urban Youth and Family Development and Minneapolis' American Indian Family Center are the two other centers that received the most votes. Community centers in Baltimore, Houston, Los Angeles, Pittsburgh, San Francisco, St. Louis, and Orlando, FL, will each receive $5,000 grants from Maxwell House.
Provine said a new element in this year's campaign is a “specially equipped truck” to help with the rebuilding efforts. It will visit 10 US cities to make “surprise drops of good," he said.
To keep Maxwell House fans updated throughout the renovation and tour, the brand will update its Facebook page and website with photos and information about the program, Provine explained. The Maxwell House Facebook page has more than 200,000 fans.
Hunter PR, Maxwell House's AOR for three years, is reaching out to national and local print, TV, and online outlets to raise awareness of the campaign. The firm is also leveraging Maxwell House's celebrity guest, country music singer Trace Adkins, who will make a speech before the renovations take place in Charlotte and help to rebuild the community center there on July 24.