Running a lemonade stand is a rite of passage for kids in the US, but several incidents around the country have cracked down on these young beverage entrepreneurs. That has caused lemonade brand Country Time to go to bat on a legal basis for lemonade stand operators everywhere.
The reality is, some lemonade stands run by innocent kids are being shut down because of old, arcane and very real permit laws, like this one in Denver. So Country Time, a Kraft Heinz brand, is taking a stand – so to speak – by 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 – and yes, this campaign by Leo Burnett is real – 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.
The company said in a release: “When life hands you outdated laws, make lemonade, and get Legal-Ade.”