The Maxwell Haggadah tradition continued for decades, reportedly making the brand “the coffee of choice for Jewish households around New York City”, and even showing up at Barack Obama’s first White House Passover dinner in 2009, art historian Kerri Steinberg wrote in 2022.The new “Maxwell Apartment” advertising campaign is a “tongue-in-cheek” effort designed by by Rethink, a New York-based advertising agency, with the goal of helping the brand “strengthen its connection among coffee-loving renters – a growing population across the country”, according to Little Black Book, a marketing industry publication.While Maxwell’s bargain “yearlong lease” of tinned coffee was not available at publication time, the coffee company said in a statement that its “year-long supply of coffee will come with an official Maxwell Apartment ‘lease’ to sign”.