Minute Maid's holiday campaign this year is all about helping kids to say thank you to their parents, with the help of a pop-up "store." However, nothing is for sale there.
Instead, the store allows kids can go in and write a letter to their parents, expressing their gratitude, while they drink a Minute Maid orange juice. The letters are then packaged up like a gift to be delivered to their parents.
Agency Doner captures the experience in a documentary-style video that highlights five children, from little kids to older teenagers, as they write heartfelt letters to their parents. For some, it's a chance to express on paper things they've never said in real life. Their parents' emotional reactions are authentically captured, too, as is the fact that this beats any regular wrapped-up holiday gift hands down.
The film ends with the tagline: "Put good in. Get good out." It's part of Minute Maid's wider "#doingood" campaign, which according to the brand was created to combat the internal struggles many parents face as they attempt to balance work and life, while striving to provide the best holiday experience for their families.