Kraft Foods has been honored by PETA with a Glitterbox Award for promoting kindness to animals in an advertisement for Maxwell House coffee. Thousands of unwanted animals are euthanized every day in the United States, and PETA is pleased that the ad encourages people to consider adopting animals from shelters instead of buying them from pet shops. Each year, Glitterbox Awards are given to businesses whose advertisements depict animals in a positive manner. PETA, meanwhile, gives Litterbox Awards to companies that advertise in ways that are disrespectful of animals.
Most advertisers seem to be getting the message that encouraging kindness makes good business sense.