Country Time Offers "Littlest Bailout" for Lemonade Stand Owners

I love everything about this one.

The lemonade folks at Country Time are offering “the littlest bailout” to lemonade stand owners who’ve been hit hard due to the circumstances created by this pandemic. The idea and execution is probably exactly what you’d think…which is what makes it so great.

From a communications and marketing perspective, I like it even more because it fits with the brand strategy and voice, taps into culture and still strikes the right/appropriate tone. Country Time has embraced kids, lemonade stands and their wonderful mix of joy, innocence, learning, entrepreneurship and community, in its marketing over the past few years. A few summers back, for instance, they offered to cover legal fees for any eager stand owners who were shut down on account of any permitting infractions.

This go-around, while some “questionable” relief is flowing to massive businesses and corporations, Country Time is making sure a bit is doled out to the tiniest of business owners.

The campaign taps into the realities of the moment in a light-hearted way. Lemonade stand traffic is down. Stimulus checks have been received by thousands of businesses. Why not offer the kids some relief too? A straightforward Website at countrytimebailout.com offers all the details for application. Those approved receive a $100 “stimulus check” in the form of a prepaid card.

Cute. Smart. Timely.

And perhaps a reason for mom and dad to spend a small portion of that $100 on a bit of Country Time, no?