Brand steps up to help kids in humorous play on aid during the pandemic
Jul 17, 2020
Country Time is coming to the rescue of kids who can’t set up lemonade stands this year due to the coronavirus pandemic. The Kraft Heinz drink mix brand announced the “Littlest Bailout Relief Fund,” a plan to send $100 in stimulus funds to 1,000 kids whose lemonade stands can’t open this year due to COVID-19 social distancing guidelines.
Each kid randomly selected for the bailout will get a commemorative check and a prepaid $100 gift card, the brand says. It’s a humorous play on the idea of stimulus checks that have been sent to millions of households to juice the economy, as well as the PPP loans meant for small businesses that sometimes made it to larger ones. Country Time worked on the campaign with Leo Burnett, Starcom, Merkle and Alison Brod.