Does shutting down a kid’s lemonade because they don’t have a business permit sound crazy to you? If it does, you’re likely in the majority, but unfortunately, police have been doing just that. After a recent rash of Lemonade stand shutdowns requested by crotchety neighbors, Kraft Heinz’s Country Time Lemonade brand sprung into action with their “Legal-Ade” campaign.
When 6-year old Autumn Thomasson’s lemonade stand was shut down for not having a permit, Country Time could no longer stand by idly.
“We heard a couple of these stories happening and frankly, didn’t believe that they were real,” said Adam Butler, Kraft Heinz’s general manager for beverages and nuts. “You look into it and, wow, this is actually real. We huddled up and decided we’ve got to do something about this.”
Their campaign cleverly promotes not only their product but does something positive as well. Country Time has promised to either pay for permit-less lemonade stand fines or pay directly for a business permit so that kids can legally run their lemonade stand without issue. To date, they have committed $60,000 to the cause!
These are the opportunities that marketers dream of. Rather than stand back and do nothing, Country Time has taken advantage of the publicity… and helped kids embrace the entrepreneurial spirit in the process.
G/L can help you turn a problem into a solution. We create meaningful campaigns for many of our clients. Talk to us and we can show you what we mean when we say “Make it Mean Something.”