Country Time: Legal-Ade by Leo Burnett

Lemonade brand Country Time is going to bat on a legal basis for lemonade stand operators everywhere.

Country Time, a Kraft Heinz brand, is introducing Legal-Ade: a crack team ready to straighten out lemonade stand-related permits and fines. Legal-Ade will defend kids’ right to operating a lemonade stand and all the benefits they bestow – entrepreneurial spirit, money management, salesmanship.

How the program works is that any child fined for running a lemonade stand without a permit can have his or her parent apply for reimbursement. To apply, the parents need to upload the image of their child's permit or fine along with a description of what their lemonade stand means to their children, in their own words. The submission will be reviewed by the Legal-Ade team and if it complies with the terms, they will receive the exact amount to cover the permit or fine, up to $300.00 (up to a limit of $60,000 in total). A dedicated website has complete details.

Additionally, Country Time is taking a stand for lemonade stands beyond just this year. For every retweet or repost the Country Time Legal-Ade video receives, Country Time will donate $1 (up to $500,000) to help kids next year and beyond.