Kraft has found a home for Maxwell House at another roster shop: Taxi in New York.
"We looked at our roster and Taxi's body of work, including success with our coffee brands, and saw them as a great fit—particularly given their North American offering for both the U.S and Canada," said a Kraft representative, in a statement. The rep did not have a timeline for new work.
Taxi already creates ads for Gevalia, Kraft's premium coffee brand, and MiO water flavoring.
"It's an honor and privilege to work on this storied brand and to partner with the Maxwell House team to help write the next chapter," said David Jenkins, president of Taxi in New York, a unit of WPP Group's Young & Rubicam Brands.
Maxwell House was in and out of Wieden + Kennedy, dropping the Portland shop shortly after its first campaign was released. "Say Good Morning to a Good Day" was meant to be the beginning of the 122-year-old brand's overhaul.
Maxwell House's media spending totaled nearly $8 million last year, down from more than $20 million in 2012, according to Kantar Media.
W+K remains on Kraft's creative roster, handling Velveeta. Prior to its move to W+K last year, mcgarrybowen handled the brand for several years.
