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2019 One Show - Public Relations

Legal-ade

Agency Leo Burnett / Chicago

Client Kraft Heinz Country Time Lemonade
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Annual ID

OS_PR19001G

About the Work

Country Time was a classic, yet dormant, American lemonade brand. And it was becoming overrun with new, pre-made and bottled competitors. A re-introduction was needed. While the nation had forgot about Country Time, it continued to love lemonade stands which embody entrepreneurship, hard work and innocent fun. It was a space the brand could uniquely own and be synonymous with. Both are all-American, somewhat nostalgic. It also made an asset of Country Time’s powder form – because who wants to pay a kid to make lemonade that’s already made? Elements of the campaign featured an online film, social media, collateral, packaging, print, PR and a website. The campaign produced the largest sales and share growth in 7 years. More than that, it pushed state governments, including Colorado, Minnesota, Texas and New York, to change their laws, and protect kids’ lemonade stands, an effect that is still spreading across the nation.