Country Time Launched a Bailout Fund for Kids’ Canceled Lemonade Stands

The Kraft Heinz brand wants to support the smallest businesses hit by quarantine

The Country Time Bailout Relief Fund aims to put "juice" back in the lemonade stand economy. - Credit by Country Time
Headshot of Sara Spary

It’s a tradition synonymous with summer–but thanks to the Covid-19 crisis, many kids won’t be operating lemonade stands this year.

Luckily for some, Country Time, with help from agency Leo Burnett, has stepped in with a bright idea to inject a bit of “juice” back into the lemonade economy. The brand has created a relief fund for kids who haven’t been able to generate pocket money by running their curbside businesses this year.

“Due to social distancing guidelines, lemonade stands aren’t what they used to be,” Country Time brand manager Andrew Deckert said, “and we want to help kids foster their entrepreneurial spirit by offering a small relief to those who can’t operate their lemonade stands this summer.”

The Littlest Bailout Relief Fund will help “kids preserve the values of lemonade stands, honest work and entrepreneurship” the lemonade brand said in a statement about the campaign.

For a chance to receive some of the funds (which come via a $100 check or as a gift card), children and their guardians will need to apply online, and winners will be selected at random.


“The small business government bailouts helped some not-so-small companies, and Country Time hopes to help a real small business near and dear to us–lemonade stands,” Deckert said. “Country Time has a history of helping lemonade stands when they are in trouble, like stepping in to pay for permit fees and fines, and this year is no different.”

In 2018, Country Time launched “Legal Aid” to  cover the cost of permits and fines, up to $300, for any children who were cited by local authorities for operating without business licenses.

CREDITS: 
Client: Country Time
Andrew Deckert, head of family beverages
Nandita Vijayaraghavan, Country Time brand lead

Agency: Leo Burnett
Global chief creative officer: Liz Taylor
Chief strategy officer: Aki Spicer
Evp, account director: Mark Burgess,
Evp, head of production: Mike Davidson
Evp, Strategy: Kevin Lily
Vp, creative director: Pete Lefevbre
Creative director: Ryan Stotts
Senior art director: Daniel Jaramillo
Senior copywriter: Javier Valle
Svp, producer: Bridget Rose
Producer: Elizabeth Ritten
Account director: Megan Collins
Community manager: Sean Logan

Starcom
Vp, director, client Strategy and planning: Aileen Gattuso
Associate director, programmatic: Mollie Raab
Associate director, connections: Kelsey Lawniczak
Associate director, partnerships: Liz Reed
Supervisor, client strategy and planning: Emma Thompson
Supervisor, media planning: Molly Graham
Senior associate, investment: JoJo Manalansan
Senior associate, investment: Lauren Poplawski
Associate, investment: Anna Kawka
Associate, programmatic: Darya Maroz
Associate, strategy: Lucile Beckett

Merkle Inc.

Alison Brod Marketing and Communications
Senior vice president: Brooke Scher Mogan
Vice president: Adrianna Lauricella
Account supervisor: Erika Berg.


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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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