Maxwell House is offering folks more than just a coffee break for Labor Day.

The brand invites users to tweet @Maxwell_House from Sept. 1 through Sept. 3 using the hashtags #LaborOnLaborDay and #contest, while sharing a photo of themselves or someone they know working on the holiday.

Doing so gives them a chance to win the equivalent of a “paid day off” in the form of a $150 Visa gift card. Up to 1,000 such prizes will be awarded at random. You’ll be able to learn more on the Labor on Labor Day website once the holiday weekend commences.

“Labor Day, previously intended to honor hard-working Americans, has lost its meaning,” says Luke Cole, director of marketing at Maxwell House parent Kraft Heinz.

“While Labor Day is now filled with shopping sales and last-minute vacations before school starts, Maxwell House recognizes that 1 in 4 Americans are working on Labor Day and are going unappreciated,” he says. “This inspired us to give all Americans working this Labor Day the chance to win a paid day off.”

(Actually, Labor Day was created to honor the work of unions and the labor movement, an aspect often overlooked by management types, but I digress.)

Developed with ad agency David, the initiative includes a video in which we meet Ohio truck driver Ron Kline. He hasn’t missed a workday in 53 years, but soon will, thanks to Maxwell House, which is paying for his upcoming family vacation:

Aww, enjoy your time off, slacker!

So, what does all this have to do with coffee?

According to Cole, 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.”

That industrious group includes “a select number of employees” required to work on Labor Day in Maxwell House production facilities, he acknowledges.

As company staffers, they’re ineligible for the contest, but at least there should be plenty of java around to help get them through their shifts.

CREDITS:

Agency: David/Miami Client: Kraft Heinz / Maxwell House

Executive Group Creative Director: Tony Kalathara

Group Creative Director: Danny Alvarez

Group Creative Director: Jason Wolske

Copywriter: Melusi Mhlungu

Jr. Art Director: Sofie Rosell

Head Of Global Production: Veronica Beach

Producer: Octavio Luna

Business Manager: Barbara Karalis

Creative Manager: Cristina Moses

Managing Director: Paulo Fogaça

Head Of Account Management: Carmen Rodriguez

Account Director: Mariana D’aprile

Sr. Account Executive: Carolina Foster

Assistant Account Executive: Nneoma Chukwueke

Strategy Director: Jon Carlaw

Jr. Planner: Anastasia Lara

Client: Kraft Heinz / Maxwell House

SVP, Head Of Brand And R&D U.S.: Michelle St Jacques

President: Adam Butler

Marketing Director: Luke Cole

Brand Manager: Melanie Graff

Production: Hey Wonderful

Director: Peking

Founder / Managing Director: Michael Digiorlamo

Executive Producer: Sarah Mcmurray

Line Producer: Mahlin Diamond

Director Of Photography: Starr Whitesides

Coordination: Jared Plotin

Editorial: Cosmo Street Editorial

Sr. Editor: Marlo Caine

Managing Partner/Executive Producer: Yvette Cobarrubias-Sears

Head Of Production: Luiza Naritomi

Producer: Tina Evanow

Assistant Editor: Kyle Moriarty

Music/Sound Design: Beacon Street Studios

Executive Producer: Adrea Lavezzoli

Senior Mix/Sound Design Producer: Kate Vadnais

Music Producer: Lindsey Lerman

Engineer (Mixer/Sound Designer): Rommel Molina