Maxwell House Passover Hagaddah For over 70 years, JJA has produced the Maxwell House Passover Hagaddah which is now the longest running sales promotion in advertising history. Over 50 million Maxwell House Hagaddahs have been printed making it the most widely used Hagaddah in the world. For many decades, the Maxwell House Hagaddah was known for its famous blue cover. In the year 2000, a new four color cover was created and the art work inside was revamped. This promotion has resulted in Maxwell House being the preferred coffee in Jewish households.