H&R Block Surprises New Yorkers with “Rise and File” W-2 Brew

With just 35 days left until Tax Day, H&R Block surprised New Yorkers with 1,500 free cups of La Columbe coffee to energize their morning commute and tax filing journey.

“W-2 Brew was the perfect opportunity to surprise and delight New Yorkers as we continue celebrating tax season,” said Jill Cress, Chief Marketing & Experience Officer at H&R Block. “We hope that by showing up in an unexpected way, we inspired and energized each person who grabbed a cup of coffee to also file with H&R Block.”

Over three days, the eye-catching truck wrapped in fun H&R Block artwork made stops at H&R Block offices in Brooklyn, the Bronx and in Manhattan in Times Square. H&R Block’s new mascot, Max Refund, also appeared and enjoyed taking selfies with passersby.  

“As we enter the home stretch of tax season, it is especially exciting to see our tax pros connect with and inspire confidence in clients, which we know is happening across the country daily,” said Cress.

Each day, people grabbed a cup of coffee before heading into an to speak with a tax pro. In addition to being encouraged to make an appointment at their nearest tax office, people were able to scan a QR code that appeared on the truck, office windows, and their cups and napkins for directions on how to file.  

Many influencers in the area, including @wabbittwacksnyc, @artworldnyc, @wanggangnyc, @nycunplugged and @vivecachow posted about the Big Apple activation, making sure their followers didn’t miss out on the opportunity for free java and filing.  

The deadline to file taxes is just over a month away on April 18. Click here to see the many ways you can file with H&R Block with expertise, ease and confidence in getting your biggest refund possible.