Many of us take Labor Day for granted. It’s a day off from work that we look forward to and a time to celebrate the unofficial end of summer with friends and family.
It is also, most importantly, a day that honors the American labor movement and the contributions that workers have made to the strength, prosperity, laws and well-being of the country. But, many workers don’t get to enjoy the holiday as a day of leisure—one in four will be working this coming Monday.
The Maxwell House coffee brand is bringing attention to the fact that while many of us are picnicking or relaxing at the beach, many people do have to work on Labor Day.
The campaign, #LaborOnLaborDay, features stories of hardworking Americans like the Ohio semi-truck driver Ron Kline. It is a story that is incomprehensive to most of us—Kline has worked for more than 53 years without taking a day off. A short film profiles Kline and his family and his dedication to hard work. At the end of the video, Maxwell House bestows a major gift on Kline and his family—their first vacation.
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The campaign targets anyone working on Labor Day. People can tweet Sept. 1-3 @Maxwell_House using #LaborOnLaborDay and #contest and share a photo of themselves or someone they know working on Labor Day. Those who tweet using the hashtag will be entered to win one of 1,000 $150 Visa gift cards or the “equivalent” of a paid day off.
For the campaign theme, Maxwell House drew a parallel to people working on holidays as its coffee has powered wake up calls for 125 years.
The brand “has fueled America’s workforce with dependable, good-tasting coffee for 125 years. Maxwell House is a coffee brand that knows the true meaning of Labor Day is to honor hard-working Americans,” Luke Cole, director of marketing at Maxwell House parent Kraft Heinz, told Adweek.